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E-Commerce Letters 2024
基于退货行为的线上零售商网红直播引入策略
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Abstract:
线上零售商通过传统电商渠道向消费者提供产品的同时，也可以通过网红直播渠道销售产品。网红直播可以通过向消费者展示产品细节，并利用直播话术影响消费者满意率从而影响退货行为。同时，网红直播渠道也会对传统电商渠道具有正向溢出效应。本文从消费者退货行为出发，构建传统电商模式和网红直播模式下的线上零售商决策模型，通过Stackelberg博弈模型研究线上零售商网红直播引入策略。研究发现：当观看网红直播成本较低而退货成本相对较高时，引入网红直播对线上零售商更有利。当观看网红直播成本较低且退货成本也相对较低时，线上零售商应选择传统电商模式。当观看网红直播满意率影响系数增加时，线上零售商选择网红直播模式的意愿越大。
While online retailers offer products to consumers through traditional e-commerce channels, they can also sell products through online influencer live streaming channels. Influencer live streaming can influence return behavior by showing product details to consumers and using live streaming to influence consumer satisfaction rates. At the same time, the online celebrity live broadcast channel will also have a positive spillover effect on the traditional e-commerce channel. Based on the return behavior of consumers, this paper constructs the decision-making model of online retailers in the traditional e-commerce model and the online celebrity live broadcast mode, and studies the introduction strategy of online retailers’ online celebrity live broadcast through the Stackelberg game model. The study found that when the cost of watching an influencer live stream is low and the cost of returning goods is relatively high, it is more beneficial for online retailers to introduce an influencer live stream. When the cost of watching an influencer’s live broadcast is low and the cost of returning goods is relatively low, online retailers should choose the traditional e-commerce model. When the impact coefficient of the satisfaction rate of watching the online celebrity live broadcast increases, the greater the willingness of online retailers to choose the online celebrity live broadcast mode.
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