Live streaming mode selection strategy under the background of virtual anchor supplementation.

ABSTRACT: In the context of virtual anchors as a supplement to human anchors in live streaming e-commerce. In this paper, for the first time, virtual anchors are included in the live streaming mode selection strategy, combined with the characteristics of the live streaming anchor and the cost of live streaming, constructed a model of the four live streaming modes, and used the Stackelberg game method to study. The results show that: (1) live streaming prices are positively correlated with cross price elasticity coefficient, market share of live streaming channels and consumer sensitivity to live streaming e-commerce. (2) When the cross price elasticity coefficient or market share of live streaming channels is small, the influence of influencer anchors can attract more consumers to purchase products,

SUBMITTER: Bai S 

PROVIDER: S-EPMC12002449 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature