The study on the live streaming frequency strategy choices of streamers in live E-commerce.

Abstract

Live-streaming e-commerce, emerging as a novel business model, has garnered considerable attention from leading platforms and brands. It not only exerts a profound influence on consumers' lifestyles and consumption habits but also presents brand owners with a fresh sales model. This paper focuses on the perspective of the live-streamer and explores the scenario where a live-streamer sells two competing products through live shows. By constructing three models-single live show, two live shows with information disclosure, and two live shows without information disclosure-it is discovered that, when the proportion of fans for the live-streamer is relatively low, the live-streamer opts for the two live shows strategy without information disclosure. When fan percentage is elevated and product competition diminishes, the streamer consistently favors the single live-show strategy. As the proportion of fans is moderate and product competition diminishes, the streamer increasingly favors a two live show strategy that includes disclosed product information. Furthermore, when the live show interval is short and the proportion of live-streamer fans is small, the live-streamer prefers to adopt the two live show strategies without product information disclosure; when the live show interval is long, the live-streamer prefers the two live show strategies under product information disclosure. When there is a high proportion of fans, regardless of the length of the interval between the two live shows, the live-streamer prefers the single live show strategy.