Research on the Live-streaming Sales Model of E-commerce Supply Chain Network——Considering the Impact of Product Traceability Level and Consumer Traceability Preference
With the live e-commerce supply chain network composed of multiple subjects as the research object,the focus was on the theme of e-commerce platforms introducing traceability technology for prod-uct quality information.Separate equilibrium models were built considering both merchant live-streaming and influencer live-streaming modes.The aim was to explore the impact of product traceability level and consumer traceability preference on the profits of enterprises,and the choice of live-streaming sales mode by e-commerce platforms.The research results show that increasing the level of product traceability ini-tially increases e-commerce platform profits but then reduces them.Enhancing the preference of consum-ers for traceability increases corporate profits.When consumer traceability preference is not considered,e-commerce platforms choose the merchant live-streaming mode for higher profits when the product tracea-bility level is low.Conversely,they prefer the influencer live-streaming mode for higher profits when the product traceability level is high.However,when considering consumer traceability preference,it did not have a direct impact on the choice of live-streaming mode by e-commerce platforms.But when consumer traceability preference is high,e-commerce platforms can choose the merchant live-streaming mode in the interval of relatively higher product traceability level to obtain larger profits.
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