… Our study contributes to the literature of choice of selling format in live-streaming e-commerce
and price discount strategy in live channel. Recent studies on the choice of selling format …

… live-streaming e-commerce from the operations perspective to guide businesses to make
informed pricing … demand) via live streaming and offer a heavy price discount on the channel, …

… promotion methods in live streaming include discounts, gifts, time-… and development strategy
of live streaming E-commerce. … of live streamer, interaction, product individualization, price, …

… One major implication of our findings pertains to the efficiency of the current discount
strategy in live- streaming commerce. As in traditional retail settings (Biswas et al. 2013), deep …

… consider the decision of the pit fee L and sales commission rate k in this paper but only
consider the joint decision of the price discount δ and the anchor’s live streaming service effort e. …

… of marketing strategies of live streaming merchants. When making marketing strategies, …
is that it usually adopts the way of time-limited kill with greater price discount to promote …

… Merchants can use the conclusions of this study to make optimal decisions about e-commerce
marketing strategies, pricing and discount rates, and interacting with other e-…

… to make price decision when competitive live streaming e-commerce … strategy of the KOL in
competitive live streaming e-… price to study the live-streamer's optimal discount preannounce …

… that price discounts, free shipping, and live streaming have a … Live streaming is a social
ecommerce feature that combines … strategies that combine price discounts, free shipping, and …

… consider the discount factor since the duration of the live-streaming … cost is high, it would
be expensive to release heavy promotions. Rather, the optimal strategy for the live streaming …