Choice of product quality in supply chain of live-streaming e-commerce under different power structures

Zhijian Zhang, Zhenwu Chen, Miyu Wan and Shuai Qiu

Australian Journal of Management, 2025, vol. 50, issue 1, 266-286

Abstract: Product quality has become an important factor affecting consumer demand and the sustainable and stable development of the live-streaming e-commerce supply chain. In this article, two types of Stackelberg game of manufacturer-led or streamer-led and centralized decision game models are constructed to explore the impact of streamer commission proportion and different power structures on product quality decision-making of live-streaming e-commerce supply chain. The results show that (1) product quality decreases with the increase of streamer commission proportion under streamer’s dominant power structure and manufacturer’s dominant power structure, and product quality is not affected by streamer commission proportion under a centralized decision-making mode; (2) the product quality under the three power structures increases with the increase of quality sensitivity coefficient and decreases with the increase of quality-improvement cost coefficient; (3) comparatively speaking, the live-streaming under centralized decision-making mode has lower price and higher product quality, while the power structure dominated by manufacturers is unfavorable to the improvement of product quality. JEL Classification: C72, D21

Keywords: Live streaming e-commerce supply chain; power structure; product quality choice; streamer commission proportion (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/03128962231196322 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:50:y:2025:i:1:p:266-286

DOI: 10.1177/03128962231196322

Access Statistics for this article

More articles in Australian Journal of Management from Australian School of Business
Bibliographic data for series maintained by SAGE Publications ().