...Hui Zhang; Bingnan Liu Purpose This study explores a seller's live-stream adoption and channel strategy, considering the streamer's private influence information and positive and negative spillover effects of live-stream selling. Design/methodology/approach We develop a game-theoretic model...

... finance Retail platform Traffic investment Capital constraint Hybrid financing Channel strategy National Natural Science Foundation of China Grants 72271075 http://dx.doi.org/10.13039/501100001809 Funding: This work was supported by the National Natural Science Foundation...

... employs a comparative analysis of single-channel and dual-channel strategies, examining how these strategies impact manufacturers’ profits. It also investigates the influence of product type and consumer type on manufacturers’ channel selection. An extended model is introduced to capture consumer...

... with the improvement of sales conversion rate of traffic in both single livestream and hybrid channels and that three-channel strategies can be the best options, respectively, under different situations. SP consumers prefer a single online channel with a high sales conversion rate of traffic and low streamer influence...