Sun, Y., Shao, X., Li, X., Guo, Y. and Nie, K. (2019) How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective. Electronic Commerce Research and Applications, 37, Article 100886.
https://doi.org/10.1016/j.elerap.2019.100886

has been cited by the following article:

• TITLE: Optimal Manufacturer Strategy for Live Streaming Introduction with Streamer Effort and Influence under Spillover Effect

  AUTHORS: Yang Wang

  KEYWORDS: Live Streaming, Streamers Effort, Streamer Influence, Spillover Effect

  JOURNAL NAME: Open Access Library Journal, Vol.12 No.5, May 30, 2025

  ABSTRACT: Live streaming marketing has become a new driving force for economic development. Manufacturers should choose to introduce live streaming channels through reselling mode or agency mode. This paper uses the game method to study the optimal live streaming introduction strategy of the manufacturer under the joint action of spillover effect, streamer effort and streamer influence. The results show that the decrease of negative spillover effect or the increase of positive spillover effect can stimulate the streamer’s effort and increase the manufacturer’s profit. The increase in the influence of the streamer can increase the manufacturer’s profit, but whether the retail price of the live streaming channel can be increased is related to the spillover effect. The cooperation space between the manufacturer and the live-streamer is related to the commission rate and the spillover effect. When the commission rate is moderate and the spillover effect is low, the two sides prefer the commission mode. When the commission rate is high and the spillover effect is high, the two sides prefer the reselling mode. Otherwise, the two sides cannot agree on the live streaming mode. The research results can help manufacturers and streamers to decide how to adopt specific sales models to obtain more profits and provide strategic guidance for live-streaming marketing.