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Keywords: Channel strategy
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Journal Articles
Strategic streamer selection and channel design in live-stream commerce
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1485–1512.
Published: 07 October 2025
... 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...
Journal Articles
Whether and how to use live stream for the retailer considering consumer preference? The impact of platform traffic pricing decisions
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (12): 4061–4081.
Published: 13 May 2025
... 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...
