Live streaming strategy under multi-channel sales of the online retailer

作者：

Highlights：

• Investigate when an online retailer should adopt live streaming strategy.

• Study the impact of live streaming on online retailer’s profit and demand.

• Analyze the characteristics that affect the retailer’s channel strategy.

• Discuss the criteria for the government to supervise the live streaming sales.

摘要

•Investigate when an online retailer should adopt live streaming strategy.•Study the impact of live streaming on online retailer’s profit and demand.•Analyze the characteristics that affect the retailer’s channel strategy.•Discuss the criteria for the government to supervise the live streaming sales.

论文关键词：Live streaming sale,Online retailer,Showroom,Product standardization,Product quality

论文评审过程：Received 16 August 2021, Revised 26 June 2022, Accepted 1 August 2022, Available online 4 August 2022, Version of Record 23 August 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101184