Abstract： Based on the influence of the streamer, this paper discusses three methods of traffic acquisition: self-operation, platform purchase and hybrid, and constructs a Stackelberg master-slave game. This paper analyses the impact of different traffic acquisition modes on the pricing and traffic decision-making of the main suppliers, streamers and platforms in the live supply chain. The study also explores the impact of streamer influence and other parameters on the decision-making and profits of each entity. The result finds that: ①The three traffic acquisition methods can achieve the same optimal sales volume. However, in the mixed mode, the product can get higher price, and the profit of the supplier is maximum. ②If the product price elasticity is greater, the streamers choose mixed traffic acquisition mode to sell such products can gain higher profits. ③The supplier’s profit is positively correlated with the streamer’s influence, while the relationship between the profit of the streamer and the influence is an inverted U-shaped. The relationship between the platform profit and streamer influence changes depending on the traffic channel chosen by the streamer.
秦娟娟，刘聪贤，王亚楠，夏良杰. 考虑主播影响力的直播供应链定价及流量获取决策研究[J]. 管理学报, 2025, 22(1): 178-.
QIN Juanjuan，LIU Congxian，WANG Yanan，XIA Liangjie. Research on Decision-Making of Pricing and Obtaining Traffic in Live Supply Chain Considering the Influence of the Streamer. Chinese Journal of Management, 2025, 22(1): 178-.
