Live streaming mode selection strategy under the background of virtual anchor supplementation

Shizhen Bai, Xiujin Gu, Na Xu, Jinjin Zheng, Wenya Wu, Man Jiang and Ning Xue

PLOS ONE, 2025, vol. 20, issue 4, 1-25

Abstract: In the context of virtual anchors as a supplement to human anchors in live streaming e-commerce. In this paper, for the first time, virtual anchors are included in the live streaming mode selection strategy, combined with the characteristics of the live streaming anchor and the cost of live streaming, constructed a model of the four live streaming modes, and used the Stackelberg game method to study. The results show that: (1) live streaming prices are positively correlated with cross price elasticity coefficient, market share of live streaming channels and consumer sensitivity to live streaming e-commerce. (2) When the cross price elasticity coefficient or market share of live streaming channels is small, the influence of influencer anchors can attract more consumers to purchase products, and the influencer anchor live streaming mode is the optimal choice; When the cross price elasticity coefficient or market share of live streaming channels is large, the merchant combined with virtual anchors live streaming mode is the optimal choice due to the low cost of live streaming for merchant staff anchors, as well as the advantage of continuous live streaming for virtual anchors. (3) When the consumer sensitivity to live streaming e-commerce is small, due to the low cost of live streaming for merchant staff anchors, the merchant live streaming mode is the optimal choice; When the consumer sensitivity to live streaming e-commerce is large, based on the influence of influencer anchors and the advantage of continuous live streaming for virtual anchors, the influencer anchor combined with virtual anchors live streaming mode is the optimal choice.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0321557

DOI: 10.1371/journal.pone.0321557

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