… & live streaming strategy (Strategy OSL). We find the impact of live streaming on the online
retailer’s … For more standardized products with high quality, Strategy OL has the largest profit. …

… paper aims to exmine an online retailer’s live streaming channel strategy. … online retailer
should introduce a live streaming channel in a supply chain, and further explore how the retailer …

… and how live video streaming affects the landscape of e-… live video streaming strategy by
online retailers and their online … live video streaming strategy significantly boosts online product …

… the live stream introduced by one retailer but buying from the other). This study examines
the impacts and strategies of live stream channel introduction for competing retailers. The live …

… To partially fill this research gap, we systematically combine the above research streams to
explore the optimal livestreaming strategies considering the competition between a national …

… This paper investigates online retailers’ optimal strategies in a highly competitive market …
or live streaming selling with spillover effects, and examines the impacts of these strategies on …

… –retailer–streamer supply chain, in which the retailer first … In the live streaming context,
the retailer usually cooperates … Then, we examine the retailer’s optimal contract strategy in …

… strategy. Second, we extend the construal level theory (CLT) framework to online retailing by
… impact of an LVS strategy on customers’ behavioral intention. Third, we identify how an LVS …

… streaming, this paper considers that retailers will set a lower price for an influencer marketing
channel than for existing channels, which is consistent with the pricing strategy of retailers …

… , leading to a lower retail price in the live … streaming channel adoption decision and make
price discount decisions in supply chains with manufacturers selling through online retail…