Abstract：Considering the influence of the flow level of live streamer on the demand, the game model of traditional sales channel, traditional sales channel and farmers’ live streamer channel and traditional sales channel and online celebrities’ live streamer channel are constructed to analyze the optimal price and commercial flow, and to explore the influence of parameters such as spill-over effect on the decision-making and profit of each subject. The results show that when the conversion rate of live streaming flow is higher than a critical value, farmers choose to introduce live streaming. When the price competition is weak and the commission rate of online celebrities is large, farmers choose to broadcast by themselves; while when the price competition is strong, farmers choose online celebrities to broadcast. After the introduction of direct seeding, the input of farmers’ commercial flow, wholesale price, direct selling price and retail price of dealers all increase with the enhancement of spill-over effect and price competition, and decrease with the increase of investment cost of live streaming flow level.
王文隆，任越，张涑贤. 直播带货对农产品供应链商域流量投入和渠道选择的影响[J]. 管理学报, 2023, 20(8): 1216-.
WANG Wenlong，REN Yue，ZHANG Suxian. The Impact of Live Streaming on Commercial Flow Input and Channel Selection in Agricultural Product Supply Chains. Chinese Journal of Management, 2023, 20(8): 1216-.
