134 / 2024-04-21 19:29:13

Whether it is a bane or a boon for a manufacturer to adopt a live streaming channel considering a streamer’s content provider?

live streaming,supply chain management

With the development of the live streaming, adopting content and digital virtual live streaming has become the trend of the streamer. Hence, we consider a supply chain which consists of a manufacturer and a streamer. Due to the high cost of the content and digital virtual live streaming, the manufacturer and streamer decide whether to drive the live streaming to maximize profits. Through the rigorous analysis, we obtain some interesting results. First, if the streamer value is low, the increase of the product fitness resulting the encroachment of the offline channel on the live streaming channel. Second, in the manufacturer-driven live streaming, if the offline price is low (high), the manufacturer should (should not) adopt the digital human doppelganger. Third, in the content live streaming, if the offline price is low (high), the streamer should adopt the streamer-driven (manufacturer-driven) live streaming. In addition, we consider three extensions (i.e., purchase the traffic, improve the product quality, and improve the manufacturer (streamer) experience level) to prove the robustness of the results.