在虚拟主播补充的背景下,现场直播模式选择策略
Shizhen Bai1, Xiujin Gu1, Na Xu2
1School of Management, Harbin University of Commerce, Harbin, China.
PloS one
|April 16, 2025
概括
虚拟通过优化模式选择来增强直播电子商务. 最好的策略取决于消费者敏感性和市场份额等因素,平衡影响者的吸引力和成本效益.
科学领域:
- 电子商务战略 电子商务策略
- 现场直播分析 实时直播分析
- 游戏理论应用 游戏理论应用
背景情况:
- 现场直播电子商务越来越多地使用人类.
- 虚拟提供潜在的成本和运营优势.
- 选择最佳的直播模式仍然是一个挑战.
研究的目的:
- 将虚拟主播集成到直播模式选择策略中.
- 为了模拟四种不同的直播模式,考虑特征和成本.
- 通过Stackelberg游戏理论来确定最佳策略.
主要方法:
- 开发了四种直播模式 (商家,影响者,虚拟主播,组合) 的模型.
- 将特征和现场直播成本纳入模型.
- 应用Stackelberg游戏理论来分析战略互动.
主要成果:
- 现场直播价格与交叉价格弹性,市场份额和消费者敏感性正相关.
- 最佳模式有所不同:影响者为低市场份额/弹性;商家虚拟为高.
- 商户模式是低消费者敏感度最佳的;影响者-虚拟是高敏感度的.
结论:
- 虚拟可以战略性地集成,以优化直播电子商务.
- 模式选择取决于市场动态 (弹性,份额) 和消费者行为.
- 结合人类和虚拟的混合策略在特定场景中提供了优势.
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