When should the internal or external anchor be selected to conduct live-streaming considering metaverse technology?

Shunan Guo, Xiaoping Xu, T.C.E. Cheng and Ping He

Transportation Research Part E: Logistics and Transportation Review, 2025, vol. 200, issue C

Abstract: The emergence of live-streaming channels has changed the traditional online channels though, and has opened up opportunities for manufacturers. We consider a manufacturer cooperating with an online platform operating with two selling channels: live-streaming and agency channels. The manufacturer can choose an internal or external anchor to introduce its products in the live-streaming channel. The external anchor charges a commission whereas the internal anchor does not. In addition, we incorporate three features of the live-streaming channel, namely “encroaching effect”, “long-term effect”, and “live-interaction efficiency”. We reveal that no matter whether to adopt metaverse technology, inviting an external anchor brings the manufacturer more (less) profit than deploying an internal anchor at a low (high) live-interaction efficiency. However, inviting the external anchor first brings the platform lower, then higher, and finally lower profit than deploying the internal anchor as the long-term effect increases. In addition, no matter which anchor is deployed, adopting metaverse technology brings the manufacturer lower (higher) profit than that without metaverse technology at a low (high) live-interaction efficiency. However, adopting metaverse technology brings the platform more (less) profit than that without metaverse technology at a low (high) unit metaverse-enabled benefit.

Keywords: Metaverse technology; Agency mode; Live-streaming platform; Anchor (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1016/j.tre.2025.104174

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