Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer
In the context of e-commerce live streaming, this paper considers the issue of BOPS (buy online, pick up in store) retailers intending to introduce live streaming sales to provide greater shopping flexibility and cater to consumers’ diversified shopping preferences. We classify consumers...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
IEEE
2025-01-01
|
| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/10988833/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849319399140360192 |
|---|---|
| author | Shuai Feng Wanling Zhou Jiqiong Liu |
| author_facet | Shuai Feng Wanling Zhou Jiqiong Liu |
| author_sort | Shuai Feng |
| collection | DOAJ |
| description | In the context of e-commerce live streaming, this paper considers the issue of BOPS (buy online, pick up in store) retailers intending to introduce live streaming sales to provide greater shopping flexibility and cater to consumers’ diversified shopping preferences. We classify consumers into online and offline groups on the basis of their lifestyles and shopping habits. As consumer shopping behavior becomes increasingly diversified, the BOPS model enhances shopping flexibility by integrating online and offline resources, whereas live streaming sales, with their real-time interaction and product display capabilities, emerge as a key driver of retail innovation. However, existing studies have often analyzed BOPS or live streaming sales in isolation, lacking a systematic examination of their synergistic effects. To address this gap, this paper constructs a three-stage strategic model that integrates BOPS and live streaming sales (N strategy: not introducing live streaming sales; S strategy: adopting the merchant self-broadcasting mode; I strategy: adopting the influencer cooperation live streaming mode) and analyzes profits under different strategies through utility theory, game theory, and numerical simulation. The study reveals that, first, the introduction of live streaming sales by BOPS retailers leads to higher product prices, with even higher prices set when collaborating with influencers for live streaming. Second, the self-broadcasting model typically significantly increases market demand for BOPS retailers, whereas whether collaboration with influencers for live streaming results in demand growth depends on the extent to which the positive effects of live streaming services enhance consumers’ perceived value. Finally, BOPS retailers can benefit from introducing live streaming sales channels, but the choice of live streaming model is influenced by the fixed fee charged by influencer hosts. A high fixed fee (<inline-formula> <tex-math notation="LaTeX">$T\gt 0.25$ </tex-math></inline-formula>) prompts BOPS retailers to prefer the self-broadcasting model, whereas a low fixed fee (<inline-formula> <tex-math notation="LaTeX">$T\lt 0.2$ </tex-math></inline-formula>) makes collaboration with influencers for live streaming a win-win choice for both BOPS retailers and influencers. The results of the numerical research and theoretical analyses are consistent, further indicating that BOPS retailers can profit from the introduction of a live streaming sales channel. This study, which is based on utility theory, clearly delineates three strategic decision-making models for BOPS retailers when choosing live streaming methods, and it provides corresponding rules for strategy option selection, offering theoretical support for BOPS retailers. |
| format | Article |
| id | doaj-art-29c6ecfbbd5a4479b83cdb2dd20d5e4a |
| institution | Kabale University |
| issn | 2169-3536 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | IEEE |
| record_format | Article |
| series | IEEE Access |
| spelling | doaj-art-29c6ecfbbd5a4479b83cdb2dd20d5e4a2025-08-20T03:50:31ZengIEEEIEEE Access2169-35362025-01-011311632411634410.1109/ACCESS.2025.356751910988833Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS RetailerShuai Feng0https://orcid.org/0000-0002-3432-1297Wanling Zhou1https://orcid.org/0009-0005-7862-4950Jiqiong Liu2https://orcid.org/0000-0003-4910-564XBusiness School, Fuyang Normal University, Fuyang, ChinaBusiness School, Fuyang Normal University, Fuyang, ChinaBusiness School, Fuyang Normal University, Fuyang, ChinaIn the context of e-commerce live streaming, this paper considers the issue of BOPS (buy online, pick up in store) retailers intending to introduce live streaming sales to provide greater shopping flexibility and cater to consumers’ diversified shopping preferences. We classify consumers into online and offline groups on the basis of their lifestyles and shopping habits. As consumer shopping behavior becomes increasingly diversified, the BOPS model enhances shopping flexibility by integrating online and offline resources, whereas live streaming sales, with their real-time interaction and product display capabilities, emerge as a key driver of retail innovation. However, existing studies have often analyzed BOPS or live streaming sales in isolation, lacking a systematic examination of their synergistic effects. To address this gap, this paper constructs a three-stage strategic model that integrates BOPS and live streaming sales (N strategy: not introducing live streaming sales; S strategy: adopting the merchant self-broadcasting mode; I strategy: adopting the influencer cooperation live streaming mode) and analyzes profits under different strategies through utility theory, game theory, and numerical simulation. The study reveals that, first, the introduction of live streaming sales by BOPS retailers leads to higher product prices, with even higher prices set when collaborating with influencers for live streaming. Second, the self-broadcasting model typically significantly increases market demand for BOPS retailers, whereas whether collaboration with influencers for live streaming results in demand growth depends on the extent to which the positive effects of live streaming services enhance consumers’ perceived value. Finally, BOPS retailers can benefit from introducing live streaming sales channels, but the choice of live streaming model is influenced by the fixed fee charged by influencer hosts. A high fixed fee (<inline-formula> <tex-math notation="LaTeX">$T\gt 0.25$ </tex-math></inline-formula>) prompts BOPS retailers to prefer the self-broadcasting model, whereas a low fixed fee (<inline-formula> <tex-math notation="LaTeX">$T\lt 0.2$ </tex-math></inline-formula>) makes collaboration with influencers for live streaming a win-win choice for both BOPS retailers and influencers. The results of the numerical research and theoretical analyses are consistent, further indicating that BOPS retailers can profit from the introduction of a live streaming sales channel. This study, which is based on utility theory, clearly delineates three strategic decision-making models for BOPS retailers when choosing live streaming methods, and it provides corresponding rules for strategy option selection, offering theoretical support for BOPS retailers.https://ieeexplore.ieee.org/document/10988833/BOPS retailersinfluencer cooperation live streaminglive streaming salesmerchant self-broadcasting |
| spellingShingle | Shuai Feng Wanling Zhou Jiqiong Liu Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer IEEE Access BOPS retailers influencer cooperation live streaming live streaming sales merchant self-broadcasting |
| title | Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer |
| title_full | Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer |
| title_fullStr | Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer |
| title_full_unstemmed | Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer |
| title_short | Live Streaming Introduction and Mode Selection: Strategic Analysis and Optimal Decision-Making for a BOPS Retailer |
| title_sort | live streaming introduction and mode selection strategic analysis and optimal decision making for a bops retailer |
| topic | BOPS retailers influencer cooperation live streaming live streaming sales merchant self-broadcasting |
| url | https://ieeexplore.ieee.org/document/10988833/ |
| work_keys_str_mv | AT shuaifeng livestreamingintroductionandmodeselectionstrategicanalysisandoptimaldecisionmakingforabopsretailer AT wanlingzhou livestreamingintroductionandmodeselectionstrategicanalysisandoptimaldecisionmakingforabopsretailer AT jiqiongliu livestreamingintroductionandmodeselectionstrategicanalysisandoptimaldecisionmakingforabopsretailer |