The study on the live streaming frequency strategy choices of streamers in live E-commerce
Yingjing Wu, Ying Cui
TL;DR
This paper examines how live-streamers choose between different streaming strategies based on fan proportions and product competition in live e-commerce.
Contribution
The study introduces a model-based analysis of live-streaming frequency strategies under varying fan proportions and product competition.
Findings
Streamers with low fan proportions prefer two live shows without information disclosure.
High fan proportions lead streamers to favor a single live show strategy.
Moderate fan proportions and reduced product competition increase preference for two live shows with information disclosure.
Abstract
Live-streaming e-commerce, emerging as a novel business model, has garnered considerable attention from leading platforms and brands. It not only exerts a profound influence on consumers’ lifestyles and consumption habits but also presents brand owners with a fresh sales model. This paper focuses on the perspective of the live-streamer and explores the scenario where a live-streamer sells two competing products through live shows. By constructing three models—single live show, two live shows with information disclosure, and two live shows without information disclosure—it is discovered that, when the proportion of fans for the live-streamer is relatively low, the live-streamer opts for the two live shows strategy without information disclosure. When fan percentage is elevated and product competition diminishes, the streamer consistently favors the single live-show strategy. As the…
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Taxonomy
TopicsDigital Marketing and Social Media · Consumer Market Behavior and Pricing