...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...

... . This study explores live-stream selling, streamer type and channel choice strategy, topics that will be reviewed in the following sections. While these studies offer valuable insights into live-stream adoption, channel choices and pricing mechanisms, they generally assume a uniform hassle cost across...