Operation strategy in an E‐commerce platform supply chain: whether and how to introduce live streaming services?

• DOI: 10.1111/itor.13186
• Publication Date: 2022-08-05T06:25:06Z
• Authors: Xuemei Zhang; Haoran Chen; Zhi Liu
• Keywords: Live Streaming; Streaming current; Revenue Sharing

Abstract E‐commerce platforms provide sales channels for enterprises to exploit more markets. Meanwhile, platform supply chain members are increasingly using live streaming services boost profits. However, whether introduce and which operation strategy implement is unclear. In this study, we construct three models examine the in an by considering services. The results show that introducing always beneficial both supplier. When introduced appropriate revenue sharing proportion signing fees set members, of implemented manufacturer consistent choice also system consumers.