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Live streaming mode selection strategy under the background of virtual anchor supplementation
Shizhen Bai1, Xiujin Gu1, Na Xu2
1School of Management, Harbin University of Commerce, Harbin, China.
Plos One
|April 16, 2025
Summary
Virtual anchors enhance live streaming e-commerce by optimizing mode selection. The best strategy depends on factors like consumer sensitivity and market share, balancing influencer appeal with cost-effectiveness.
Area of Science:
- E-commerce strategies
- Live streaming analytics
- Game theory applications
Background:
- Live streaming e-commerce increasingly uses human anchors.
- Virtual anchors offer potential cost and operational advantages.
- Optimal live streaming mode selection remains a challenge.
Purpose of the Study:
- To integrate virtual anchors into live streaming mode selection strategies.
- To model four distinct live streaming modes considering anchor characteristics and costs.
- To determine optimal strategies using Stackelberg game theory.
Main Methods:
- Developed a model for four live streaming modes (merchant, influencer, virtual anchor, combined).
- Incorporated anchor characteristics and live streaming costs into the model.
- Applied Stackelberg game theory to analyze strategic interactions.
Main Results:
- Live streaming prices correlate positively with cross-price elasticity, market share, and consumer sensitivity.
- Optimal mode varies: influencer anchors for low market share/elasticity; merchant-virtual anchor for high.
- Merchant mode optimal for low consumer sensitivity; influencer-virtual anchor for high sensitivity.
Conclusions:
- Virtual anchors can be strategically integrated to optimize live streaming e-commerce.
- Mode selection is contingent on market dynamics (elasticity, share) and consumer behavior.
- Hybrid strategies combining human and virtual anchors offer advantages in specific scenarios.
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