Cooperation Mode Selection for Competitive Brands in Live Streaming E-commerce Supply Chains

Have you ever wondered how competitive brands decide on their cooperation modes in the live streaming e-commerce supply chain? Well, buckle up, because we’ve got the scoop for you!

There are two popular ways that brands team up in the live streaming e-commerce world: brand self-live streaming and influential streamer live streaming. But when a big brand already rules the roost, a new contender looking to break into new markets through live streaming platforms has to make a smart choice about how they’ll play the game.

To help tackle this challenge, researchers have cooked up a three-party Stackelberg game model that involves a competitive brand, the big brand in charge, and the platform where it all goes down. They’ve looked into how sharing information and investing in digital traffic impact the way brands choose their cooperation mode.

The findings are pretty neat: traffic costs and commission rates are the key factors that sway the game. When traffic costs are low, influential streamer live streaming takes the cake, but if commission rates are high, brand self-live streaming gives brands more control.

What’s really interesting is that the platform’s decision to share demand info depends on the cooperation mode chosen. Plus, the whole supply chain can come out on top in different scenarios, like when traffic costs are just right, or the commission rates hit that sweet spot.

The bottom line? Each scenario calls for a different approach, with the overall efficiency of the supply chain shifting based on factors like traffic costs and commission rates. So, when it comes to live streaming e-commerce, it’s all about picking the right mode to make sure everyone wins.