针对考虑在线评论的网络零售商直播模式选择问题，通过构建不引入直播模式、商家自播模式和网红直播模式下的Stackelberg博弈模型，分析零售商的直播渠道引入决策和直播模式选择策略。研究发现：随着在线评论信息趋于负面，零售商更倾向于引入直播渠道；若引入直播，选择何种直播模式受在线评论信息和主播佣金率的共同影响。若在线评论信息负面程度较低或在线评论信息为正面，当主播佣金率较低（高）时，应选择商家自播（网红直播）；若在线评论信息负面程度较高，应选择网红直播；随着在线评论信息趋于正面，引入直播渠道时更倾向于选择商家自播。

Regarding the issue of online retailers’live streaming mode selection considering online reviews, by constructing Stackelberg game models under the no-live streaming mode, the merchant live streaming mode and the influencer live streaming mode, this study analyzes the introduction decisions of live streaming channels and the live streaming mode selection strategies of online retailers. The results show that, as online review information tends to be negative, online retailers are more inclined to introduce live streaming channels. If the live streaming channel is introduced, the selection of the live streaming mode is jointly influenced by online review information and the streamer’s commission rate. If the online review information is less negative or positive, the merchant live streaming mode (the influencer lives streaming mode) should be chosen when the streamers’ commission rate is low(high). If the online review information is highly negative, the influencer live streaming mode should be chosen. As online review information tends to be positive, retailers are more likely to choose the merchant live streaming mode when introducing the live streaming channel.