IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0324783.html

The study on the live streaming frequency strategy choices of streamers in live E-commerce

Author

Listed:
  • Yingjing Wu
  • Ying Cui

Abstract

Live-streaming e-commerce, emerging as a novel business model, has garnered considerable attention from leading platforms and brands. It not only exerts a profound influence on consumers’ lifestyles and consumption habits but also presents brand owners with a fresh sales model. This paper focuses on the perspective of the live-streamer and explores the scenario where a live-streamer sells two competing products through live shows. By constructing three models—single live show, two live shows with information disclosure, and two live shows without information disclosure—it is discovered that, when the proportion of fans for the live-streamer is relatively low, the live-streamer opts for the two live shows strategy without information disclosure. When fan percentage is elevated and product competition diminishes, the streamer consistently favors the single live-show strategy. As the proportion of fans is moderate and product competition diminishes, the streamer increasingly favors a two live show strategy that includes disclosed product information. Furthermore, when the live show interval is short and the proportion of live-streamer fans is small, the live-streamer prefers to adopt the two live show strategies without product information disclosure; when the live show interval is long, the live-streamer prefers the two live show strategies under product information disclosure. When there is a high proportion of fans, regardless of the length of the interval between the two live shows, the live-streamer prefers the single live show strategy.

Suggested Citation

  • Yingjing Wu & Ying Cui, 2025. "The study on the live streaming frequency strategy choices of streamers in live E-commerce," PLOS ONE, Public Library of Science, vol. 20(7), pages 1-25, July.
    • Handle: RePEc:plo:pone00:0324783
    DOI: 10.1371/journal.pone.0324783
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0324783
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0324783&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0324783?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Li, You & Li, Xiaolin & Cai, Jiali, 2021. "How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chen, Hongquan & Zhang, Shuhua & Shao, Bingjia & Zhang, Yong & Zhao, Quanwu, 2026. "Instrumental vs. hedonic Affordances: Examining their impact on repurchase behavior on live commerce platforms through self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    2. Liu, Yuan Xiong & Li, HanXi & Pan, Younghwan, 2025. "Why do users trust Robotaxi? Analyzing user differences and adoption behavior from a socio-technical perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    3. Li, Ji & Li, Yuanhui & Wang, Xuan, 2026. "The interaction effect of virtual streamer anthropomorphism and price expectation discrepancy on purchase intention: The mediating role of inferred intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    4. Norafifa Mohd Ariffin & Amily Fikry & Nor Diyana Mohammed Shobri & Irma Syarlina Che Ilias, 2024. "A Review of Tiktok Livestreaming Commerce," Information Management and Business Review, AMH International, vol. 16(3), pages 67-77.
    5. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    6. Wu, Daoyou & Guo, Kun & He, Qiuyan & Zhang, Ju, 2023. "The impact of live streamers' improvisational responses to unexpected events on their entrepreneurial performance," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    7. Yu, Jing & Wang, Lin & Zhang, Wenqing & Zhou, Chi, 2025. "Winning markets via live-streams: Competitive manufacturers' channel strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    8. Zhang, Yun & Li, Xia & Liu, Rongqin & Shuai, Qinghong & Huang, Caiyan, 2025. "How facial cues of streamers drive purchase intention in live streaming commerce: Based on a lens model," Journal of Business Research, Elsevier, vol. 190(C).
    9. Rong Zhang & Xiaoying Zhang & Bin Liu, 2022. "Stackelberg Game Perspective on Pricing Decision of a Dual‐Channel Supply Chain with Live Broadcast Sales," Complexity, John Wiley & Sons, vol. 2022(1).
    10. Yang, Xiaolin & Gou, Qinglong & Wang, Xin & Zhang, Juzhi, 2022. "Does bonus motivate streamers to perform better? An analysis of compensation mechanisms for live streaming platforms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    11. Gong, Xiuyuan & Sun, Pengkai, 2026. "How to liberate human labor? Understanding the interplay of virtual streamer type and interaction style in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 205(C).
    12. Pang, Hua & Zhang, Kaige, 2024. "Determining influence of service quality on user identification, belongingness, and satisfaction on mobile social media: Insight from emotional attachment perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    13. Tinggui Chen & Lijuan Peng & Jianjun Yang & Guodong Cong & Guoping Li, 2021. "Evolutionary Game of Multi-Subjects in Live Streaming and Governance Strategies Based on Social Preference Theory during the COVID-19 Pandemic," Mathematics, MDPI, vol. 9(21), pages 1-41, October.
    14. Mao, Zhaofang & Du, Zelin & Yuan, Ruiying & Miao, Qiqi, 2022. "Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    15. Chunhui Huo & Xiaorui Wang & Muhammad Waqas Sadiq & Ming Pang, 2023. "Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model," SAGE Open, , vol. 13(2), pages 21582440231, May.
    16. Chen, Yuangao & Hu, Shuyi & Wang, Lu & Yang, Shuiqing & Zhou, Shasha & Hu, Pengxiang, 2025. "The power of nonverbal cues: Evidence from video mining in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    17. Chen, Ran & Liu, Haoyu & Tan, Kim Hua & Pang, Gu & Duan, Keru, 2025. "Enhancing order fulfilment services on social livestreaming commerce: An evaluation of logistics experience scores," International Journal of Production Economics, Elsevier, vol. 287(C).
    18. Ki, Chung-Wha (Chloe) & Li, Chunsheng & Chenn, Ashley Stevens & Chong, Sze Man & Cho, Erin, 2024. "Wiseconsumerchoices inonlinesecondhandluxury(OSHL)shopping: Anintegratedmodel ofmotivations,attitudes, andpurchaseintentions for OSHL aswise,conspicuous, andsustainableconsumption," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    19. Ri Na & Anan Hu & Qingfeng Zeng & Ruyi Ge & Ruohong Hao, 2025. "Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
    20. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0324783. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.