Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales
Focusing on the dual-channel supply chain with live broadcasts selling, this paper investigates the service overflow of live broadcasts with Stackelberg game perspective and the impact of retailers’ different market potentials on the pricing decisions of dual-channel members. Meanwhile, it also eval...
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| Format: | Article |
| Language: | English |
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Wiley
2022-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2022/6102963 |
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| _version_ | 1832558377995075584 |
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| author | Rong Zhang Xiaoying Zhang Bin Liu |
| author_facet | Rong Zhang Xiaoying Zhang Bin Liu |
| author_sort | Rong Zhang |
| collection | DOAJ |
| description | Focusing on the dual-channel supply chain with live broadcasts selling, this paper investigates the service overflow of live broadcasts with Stackelberg game perspective and the impact of retailers’ different market potentials on the pricing decisions of dual-channel members. Meanwhile, it also evaluates the pricing strategy of online retailers after introducing KOL (Key Opinion Leader) live broadcasts. The results show that when one of the dual-channel retailers adopts live broadcast sales, the live broadcast service overflow will have an adverse impact on it, but the degree of the impact depends on the market potential of supply chain members, and different power structures can be used to offset the adverse impact of live broadcast service overflow. Then, the live broadcast sales service overflow will have a certain beneficial impact on online retailers under certain circumstances. Furthermore, with the increase of live broadcast sales service overflow, the retail prices of both companies will decline, while the live broadcast sales service overflow is more beneficial for consumers. |
| format | Article |
| id | doaj-art-36b61fba22134e2da377a97bb704bce0 |
| institution | Kabale University |
| issn | 1099-0526 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Complexity |
| spelling | doaj-art-36b61fba22134e2da377a97bb704bce02025-02-03T01:32:33ZengWileyComplexity1099-05262022-01-01202210.1155/2022/6102963Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast SalesRong Zhang0Xiaoying Zhang1Bin Liu2Research Center of LogisticsSchool of Economics and ManagementBusiness SchoolFocusing on the dual-channel supply chain with live broadcasts selling, this paper investigates the service overflow of live broadcasts with Stackelberg game perspective and the impact of retailers’ different market potentials on the pricing decisions of dual-channel members. Meanwhile, it also evaluates the pricing strategy of online retailers after introducing KOL (Key Opinion Leader) live broadcasts. The results show that when one of the dual-channel retailers adopts live broadcast sales, the live broadcast service overflow will have an adverse impact on it, but the degree of the impact depends on the market potential of supply chain members, and different power structures can be used to offset the adverse impact of live broadcast service overflow. Then, the live broadcast sales service overflow will have a certain beneficial impact on online retailers under certain circumstances. Furthermore, with the increase of live broadcast sales service overflow, the retail prices of both companies will decline, while the live broadcast sales service overflow is more beneficial for consumers.http://dx.doi.org/10.1155/2022/6102963 |
| spellingShingle | Rong Zhang Xiaoying Zhang Bin Liu Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales Complexity |
| title | Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales |
| title_full | Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales |
| title_fullStr | Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales |
| title_full_unstemmed | Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales |
| title_short | Stackelberg Game Perspective on Pricing Decision of a Dual-Channel Supply Chain with Live Broadcast Sales |
| title_sort | stackelberg game perspective on pricing decision of a dual channel supply chain with live broadcast sales |
| url | http://dx.doi.org/10.1155/2022/6102963 |
| work_keys_str_mv | AT rongzhang stackelberggameperspectiveonpricingdecisionofadualchannelsupplychainwithlivebroadcastsales AT xiaoyingzhang stackelberggameperspectiveonpricingdecisionofadualchannelsupplychainwithlivebroadcastsales AT binliu stackelberggameperspectiveonpricingdecisionofadualchannelsupplychainwithlivebroadcastsales |