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When should the internal or external anchor be selected to conduct live-streaming considering metaverse technology?

Author

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  • Guo, Shunan
  • Xu, Xiaoping
  • Cheng, T.C.E.
  • He, Ping

Abstract

The emergence of live-streaming channels has changed the traditional online channels though, and has opened up opportunities for manufacturers. We consider a manufacturer cooperating with an online platform operating with two selling channels: live-streaming and agency channels. The manufacturer can choose an internal or external anchor to introduce its products in the live-streaming channel. The external anchor charges a commission whereas the internal anchor does not. In addition, we incorporate three features of the live-streaming channel, namely “encroaching effect”, “long-term effect”, and “live-interaction efficiency”. We reveal that no matter whether to adopt metaverse technology, inviting an external anchor brings the manufacturer more (less) profit than deploying an internal anchor at a low (high) live-interaction efficiency. However, inviting the external anchor first brings the platform lower, then higher, and finally lower profit than deploying the internal anchor as the long-term effect increases. In addition, no matter which anchor is deployed, adopting metaverse technology brings the manufacturer lower (higher) profit than that without metaverse technology at a low (high) live-interaction efficiency. However, adopting metaverse technology brings the platform more (less) profit than that without metaverse technology at a low (high) unit metaverse-enabled benefit.

Suggested Citation

  • Guo, Shunan & Xu, Xiaoping & Cheng, T.C.E. & He, Ping, 2025. "When should the internal or external anchor be selected to conduct live-streaming considering metaverse technology?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 200(C).
    • Handle: RePEc:eee:transe:v:200:y:2025:i:c:s1366554525002157
    DOI: 10.1016/j.tre.2025.104174
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