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Do Larger Audiences Generate Greater Revenues Under Pay What You Want? Evidence from a Live Streaming Platform

Citations

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Cited by:

  1. Guang Yang & Mulin Liu & Mei Cai & Qihua Yin, 2024. "An analytical game perspective model for pay-what-you-want pricing schemes considering consumer fairness," Information Technology and Management, Springer, vol. 25(4), pages 345-365, December.
  2. 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).
  3. 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.
  4. Huang, Lingchen & Liu, Bin & Zhang, Rong, 2024. "Channel strategies for competing retailers: Whether and when to introduce live stream?," European Journal of Operational Research, Elsevier, vol. 312(2), pages 413-426.
  5. Yin, Xicheng & Li, Jing & Si, Hongyun & Wu, Peng, 2024. "Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  6. Mohammad Mosaffa & Omid Rafieian & Hema Yoganarasimhan, 2025. "Visual Polarization Measurement Using Counterfactual Image Generation," Papers 2503.10738, arXiv.org.
  7. Bleier, Alexander & Fossen, Beth L. & Shapira, Michal, 2024. "On the role of social media platforms in the creator economy," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 411-426.
  8. Yuan, Haixia & Lü, Kevin & Fang, Wenting, 2025. "Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 188(C).
  9. Xueyu Liu & Shue Mei & Weijun Zhong, 2024. "UGC creator's video‐generation and program‐participation decisions in the presence of ad‐revenue‐sharing programs," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(6), pages 4330-4349, September.
  10. Schraml, Christopher, 2025. "Automated Video Analytics in Marketing Research: A Systematic Literature Review and a Novel Multimodal Large Language Model Method," OSF Preprints 63nbc_v1, Center for Open Science.
  11. Wooyong Jo & Mike Lewis & Yanwen Wang, 2024. "Can Loyalty to Creators Dilute Loyalty to Promoted Products? Examining the Heterogeneous Effects of Live-Streamed Content on Video Game Usage," Papers 2411.01103, arXiv.org.
  12. 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).
  13. Yanfen Zhang & Qi Xu, 2025. "Proportional incentive contracts in live streaming commerce supply chain based on target sales volume," Electronic Commerce Research, Springer, vol. 25(1), pages 241-269, February.
  14. Byun, Kate Jeonghee & Park, Jimi & Yoo, Shijin & Cho, Minhee, 2023. "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  15. Zhang, Xiaoping & Zhang, Shihan, 2024. "Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
  16. 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.
  17. Yi He & Lidong Chen & Jingjing Mu & Azmat Ullah, 2024. "Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain," Electronic Commerce Research, Springer, vol. 24(2), pages 1071-1093, June.
  18. Luo, Lijuan & Liu, Ling & Zheng, Yujie & Wang, Yuwei, 2025. "The power of voice: Investigating the effects of streamer voice characteristics on sales performance in live streaming E-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  19. Lei Yang & Cong Zheng & Caixia Hao, 2024. "Optimal platform sales mode in live streaming commerce supply chains," Electronic Commerce Research, Springer, vol. 24(2), pages 1017-1070, June.
  20. Wenqian Zhang & Haiyan Wang, 2023. "Optimal contract design for live streaming platforms under dual asymmetric information considering corporate social responsibility," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(6), pages 3537-3555, September.
  21. Man Ji & Yezheng Liu & Xiayu Chen, 2025. "An eye-tracking study on the role of attractiveness on consumers’ purchase intentions in e-commerce live streaming," Electronic Commerce Research, Springer, vol. 25(3), pages 1485-1520, June.
  22. Robin Tang, Zhenya & Eric Hu, Tao & Warkentin, Merrill, 2024. "Give to give: The gifting motivation and behavior in the social live streaming service," Journal of Business Research, Elsevier, vol. 185(C).
  23. Zhang, Yundi & Zhang, Tingting & Yan, Xiangbin, 2024. "Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  24. Xu, Xiaoping & Chen, Xinru & Hou, Jinyan & Cheng, T.C.E. & Yu, Yugang & Zhou, Li, 2025. "Should live streaming be adopted for agricultural supply chain considering platform’s quality improvement and blockchain support?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 195(C).
  25. 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).
  26. Alida Volkmer, Sara & Meißner, Martin, 2024. "Beyond livestreaming: The rise of social media gifting and paid memberships − A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 185(C).
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