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Live-streaming encroachment and blockchain resistance in online retail channels

Author

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  • Wang, Jialuo
  • Li, Changhong
  • Shi, Yifan

Abstract

Agricultural product live-streaming (LS) has emerged as a novel online sales channel that enables direct consumer engagement through intuitive product demonstrations and social interaction. Meanwhile, traditional online retail (OR) channels can sustain their competitiveness by adopting blockchain technology to strengthen consumer trust. The strategic choice between farmer-led live-streaming (FLS) and influencer-assisted live-streaming (ILS) intensifies competition with OR channels, influencing consumer utility through differences in trust levels, viewing hassle costs, and pricing strategies. To examine these interactions, this study develops analytical models of FLS and ILS under both blockchain and non-blockchain scenarios, thereby capturing the interplay between live-streaming encroachment and blockchain resistance. The results indicate that (1) when the cost of FLS is low, it encroaches upon the OR channel’s market share, while the adoption of mature blockchain technology effectively counteracts such encroachment; (2) FLS outperforms ILS only when farmers possess relatively advanced live-streaming skills and both influencer commission rates and hassle costs are high; otherwise, ILS remains the preferable strategy; and (3) when platforms collaborate with farmers with limited live-streaming capabilities or those engaging in ILS, blockchain investment can simultaneously enhance both platform and farmer profitability, achieving a mutually beneficial outcome.

Suggested Citation

  • Wang, Jialuo & Li, Changhong & Shi, Yifan, 2026. "Live-streaming encroachment and blockchain resistance in online retail channels," International Journal of Production Economics, Elsevier, vol. 295(C).
    • Handle: RePEc:eee:proeco:v:295:y:2026:i:c:s0925527326000757
    DOI: 10.1016/j.ijpe.2026.109984
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