When and should streamers choose high-quality products? Effects of streamer types

Shengyan Cheng, Qiang Guo and Chris K Anderson

European Journal of Operational Research, 2025, vol. 327, issue 3, 971-985

Abstract: With the rapid growth of live-streaming commerce, research has largely focused on manufacturers, leaving streamer decision-making underexplored. This study uses game theory to analyze streamers’ product selection strategies, while also examining how streamer types influence these decisions. The findings reveal that: (a) Streamers do not always prioritize high-quality products. Their choices are shaped by various factors, including product pricing, quality gaps, commission ratios, fan-shoppers’ trust, and sales abilities. High-quality manufacturers are advised to collaborate with knowledge-based streamers, while low-quality manufacturers should partner with entertainment-based streamers. Moderate commission ratios can optimize profits for all parties. (b) For well-known products, knowledge-based streamers with strong sales abilities are more likely to select high-quality items, as they can leverage fan-shoppers' willingness to pay. In contrast, entertainment-based streamers do not exhibit this preference. For unknown products, entertainment-based streamers with strong sales abilities may promote low-quality items, even resorting to deception. Interestingly, entertainment-based streamers with weaker sales abilities may promote high-quality products, while knowledge-based streamers may opt for lower-quality options. (c) When product quality is endogenous, streamers with lower sales abilities should focus on entertainment-based content to attract attention. As their sales abilities improve and fan-shoppers’ trust grows, they should transition to knowledge-based content.

Keywords: E-commerce; Live-streaming sales; Streamer type; Product selection; Game theory (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:327:y:2025:i:3:p:971-985

DOI: 10.1016/j.ejor.2025.05.057

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