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Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce

Citations

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Cited by:

  1. Feng Luo & Shihan Chen & Tiantong Xu & Muzaffar Iqbal, 2026. "Self-broadcasting or cooperating with an anchor? Strategy and dynamic system research on different sales modes in live commerce supply chain," Electronic Commerce Research, Springer, vol. 26(2), pages 2015-2054, April.
  2. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  3. Yiming Zhuang & Xun Xu, 2025. "Examining the antecedents of customers’ purchase behavior and the moderating role of streamers’ operational strategies in live-streaming commerce," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(3), pages 725-743, September.
  4. Cheng, Shengyan & Guo, Qiang & Anderson, Chris K, 2025. "When and should streamers choose high-quality products? Effects of streamer types," European Journal of Operational Research, Elsevier, vol. 327(3), pages 971-985.
  5. Zhou, Chi & Yu, Jing & Qian, Yong, 2024. "Should live-streaming platforms nonexclusively promote brands from traditional retail platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  6. Gaoke Wu & Wensheng Yang & Xinru Hou & Mengze Chen, 2025. "Selection of Live‐Streaming Sales Methods for the Manufacturer and Streamer: The Role of the MCN Institution," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(4), pages 2540-2561, June.
  7. Qiang Wang & Nenggui Zhao & Xiang Ji, 2024. "Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection," Electronic Commerce Research, Springer, vol. 24(2), pages 983-1016, June.
  8. Hu, Benyong & Ren, Fuxia & Yi, Jiaxin & Meng, Chao & Chen, Xu, 2025. "Cooperative strategy selection for livestreaming commerce supply chain with network externality," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 203(C).
  9. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
  10. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  11. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  12. 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).
  13. Ma, Xiangyang & Ren, Jiawen & Khor, Xianghui & Wang, Ruina & Li, Tieshan & Lang, Xiaoping, 2025. "Influencing mechanisms of live streamer's language strategies on product sales," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
  14. Li, Kaili & Yao, Song & Li, Yongjian & Tang, Fangcheng & Wang, Zhongbin, 2025. "Deliberate shortage in live-streaming commerce," Omega, Elsevier, vol. 131(C).
  15. Liu, Xingfen & Zhou, Zhongbao & Zhong, Feimin & Hu, Minhui, 2024. "Resolving the information reliability issue in live streaming through blockchain adoption," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 189(C).
  16. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  17. Datta, Alotosh & Sarkar, Biswajit & Dey, Bikash Koli & Sangal, Isha & Yang, Liu & Fan, Shu-Kai S. & Sardar, Suman Kalyan & Thangavelu, Lakshmi, 2024. "The impact of sales effort on a dual-channel dynamical system under a price-sensitive stochastic demand," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  18. Yanfen Zhang & Qi Xu, 2026. "Power structures unleashed: driving product and live content innovation in live streaming commerce," Electronic Commerce Research, Springer, vol. 26(1), pages 677-704, February.
  19. Yanyan Wu & Hongqing Huang, 2023. "Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust," Sustainability, MDPI, vol. 15(5), pages 1-19, March.
  20. Dong, Jingyang & Guan, Zhimin & Yu, Tianyang & Guan, Xingrui & Zhang, Jun, 2025. "Manufacturer encroachment through live streaming considering consumer disappointment aversion," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
  21. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  22. Li, Yanran & Li, Bo & Wang, Minxue & Liu, Yang, 2023. "Optimal sales strategies for an omni-channel manufacturer in livestreaming demonstration trends," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
  23. Chaoyong Qin & Xinyu Zeng & Shichang Liang & Ke Zhang, 2023. "Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
  24. Wang, Le & Zhou, Li & Chan, Hing Kai & Fan, Tijun, 2025. "Impact of cost structure and cannibalisation on live streaming pricing strategies," International Journal of Production Economics, Elsevier, vol. 285(C).
  25. Cai, Shoujie & Li, Sijie & Xue, Jingjing & Han, Xiaohua, 2026. "Product bundling strategy and pricing for co-livestreaming rooms considering consumer subscription," Omega, Elsevier, vol. 138(C).
  26. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  27. Da, Yuwen & Gou, Qinglong & Liang, Chao, 2023. "Will self-gifting of streamers hurt unions? Analyzing the union’s compensation mechanism for a live streaming supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 177(C).
  28. Lu, Yusheng & Duan, Yongrui, 2024. "Strategic live streaming choices for vertically differentiated products," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  29. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  30. Qin Wan & Junjun Chen & Cuiting Yu & Meili Lu & Danping Liu, 2025. "Optimal marketing strategies for live streaming rooms in livestream e-commerce," Electronic Commerce Research, Springer, vol. 25(6), pages 4655-4688, December.
  31. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  32. Ki, Chung-Wha (Chloe) & Chenn, Ashley & Man Chong, Sze & Cho, Erin, 2024. "Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research," Journal of Business Research, Elsevier, vol. 174(C).
  33. Chen, Yue & Wang, Yong & Zheng, Jing & Song, Yimin & Wen, Yue, 2025. "Self-reliance vs. Dependence: Optimal live streaming strategies selection for E-retailers at different developmental stages," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  34. Liu, Jiqiong & Yuan, Rui & Feng, Shuai & Wang, Guanxiong, 2025. "Quality-differentiated distribution strategies between live streaming and online channels," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  35. Peng, Lifang & Zhang, Na & Huang, Ling, 2024. "How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  36. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  37. Chen, Pingping & Xie, Lei & Dai, Lu & Song, Zhuzhu, 2025. "How live-streaming commerce interacts with two-period pricing when selling to strategic customers," European Journal of Operational Research, Elsevier, vol. 327(1), pages 148-161.
  38. Zhang, Haiyue & Sui, Ronghua & Zha, Xiaoyu, 2025. "The key opinion leader introduction and pricing strategy for live streaming e-commerce platforms considering the impact of network effects," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
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