Seeking Certainty in an Asymmetric Relationship: Livestream Shopping in China

Tian, Xiaoli; Li, Qian

doi:10.1007/s11133-023-09549-3

Cited by 1 publication

(1 citation statement)

References 71 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Brands or streamers sell their products through online video streaming. Compared with traditional e-commerce websites, live broadcasting involves an interactive, entertainment and synchronous environment, enabling real-time interaction between streamers and viewers as well as between viewers [ 16 ]. The live broadcast delivery mode of platforms such as Taobao in China is in full swing.…”

Section: Literature Reviewmentioning

confidence: 99%

Strategic decision making in live streaming e-commerce through tripartite evolutionary game analysis

Xu,

Qi,

Kong

et al. 2024

PLoS ONE

View full text Add to dashboard Cite

This article delves into the current popular phenomenon of live streaming e-commerce, with a specific focus on issues related to product quality and after-sales service. It constructs an evolutionary game model that encompasses three key stakeholders: e-commerce platforms, consumers, and streamers. The study conducts a thorough analysis of the interactions and strategic choices among these entities, investigating the stability of equilibrium strategy combinations within the game system and the influence of various factors on decision-making behaviors. Furthermore, the validity of the analytical conclusion is corroborated through the application of simulation analysis methods. The study finds that for the consumer, strategies such as reducing losses encountered due to quality issues under strict demands, enhancing compensation in these scenarios, and increasing benefits for maintaining stringent requirements during live streaming sessions can motivate them to adopt more stringent strategies. For the streamer, essential factors in promoting the selection of high-quality products include increasing the benefits associated with such choices and reducing the probability of quality issues, or alternatively, decreasing the gains from lower-quality selections and increasing the likelihood of encountering quality problems with these products. For the e-commerce platform, strategically adjusting the profit-sharing ratio to maintain collaborative momentum and influence the enthusiasm of both consumers and streamers is a critical strategy to avert market scenarios akin to prisoner’s dilemmas and tragic outcomes. Overall, this research offers profound insights into the complex strategic evolution within the live commerce market, providing valuable guidance for interaction strategies among e-commerce platforms, consumers, and streamers. Its implications for practical decision-making optimization and strategic formulation are of significant importance.

show abstract

Section: Literature Reviewmentioning

confidence: 99%