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Live streaming strategy under multi-channel sales of the online retailer

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References

2018The role of live streaming in building consumer trust and engagement with social commerce sellers1,472 cited
2017What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement738 cited
2016Omnichannel Retail Operations with Buy-Online-and-Pick-up-in-Store693 cited
2019The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement691 cited
2016Why do people watch others play video games? An empirical study on the motivations of Twitch users673 cited
2006Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions517 cited
2014Product Fit Uncertainty in Online Markets: Nature, Effects, and Antecedents452 cited
2021How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective402 cited
2020Consumer Return Policies in Omnichannel Operations263 cited
2020How does scarcity promotion lead to impulse purchase in the online market? A field experiment243 cited
2018Perceived information transparency in B2C e-commerce: An empirical investigation231 cited
2018Showrooming and Webrooming: Information Externalities Between Online and Offline Sellers229 cited
2017Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective

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220 cited

2020Competition in dual-channel supply chains: The manufacturers' channel selection166 cited

2018The Effect of Multi-Channel and Omni-Channel Retailing on Physical Stores157 cited

2018Assessing impacts of introducing ship‐to‐store service on sales and returns in omnichannel retailing: A data analytics study150 cited

Cited by

2023Spillover effects of live streaming selling in a dual-channel supply chain100 cited
2024Channel Choice in Live Streaming Commerce88 cited
2023Influencer selection and strategic analysis for live streaming selling80 cited
2023Open the live streaming sales channel or not? Analysis of strategic decision for a manufacturer73 cited
2023Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing60 cited
2024The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis58 cited
2023Live streaming sales: Streamer type choice and limited sales strategy for a manufacturer55 cited
2023Strategic introduction of live-stream selling in a supply chain49 cited
2024Live streaming channel and product assortment with both national and store brand products48 cited
2024Live Streaming Service Introduction and Optimal Contract Selection in an E-Commerce Supply Chain47 cited
2023Live streaming channel strategy of an online retailer in a supply chain46 cited
2023Live streaming selling strategies of online retailers with spillover effects44 cited
2023Optimal channel strategy for an e-seller: Whether and when to introduce live streaming?43 cited
2025Enhancing Competitive Advantage Through AI-Driven Live Streaming Sales37 cited
2024Resolving the information reliability issue in live streaming through blockchain adoption34 cited
2024Optimal manufacturer strategy for live-stream selling and product quality32 cited