Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 3rd International Conference on Business and Policy Studies
Series Vol. 71 , 18 January 2024
Open
Access | Article
Evaluation of Influencing Elements on Merchandise Pricing During Internet Celebrity Live Streams: A Game Theoretical Approach
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Abstract
Live broadcasting with goods has become the mainstream form of product marketing, and the pricing problem in live broadcasting with goods has attracted attention. Based on the game model constructed by brand and online celebrity, this paper analyzes the influence of live broadcast with goods on product pricing factors. The model includes pure retail mode and adding live-stream mode. The optimal pricing of the two modes is discussed when the participants pursue the maximum profit and the factors influencing the optimal pricing are discussed. The results show: the factors that affect the pricing of products increase after adding live broadcast with goods, including the effort of the anchor, the fan conversion rate and the proportion of commission. Based on the conclusion of the study, the following suggestions are made: After adding live broadcast with goods, the brand should not be limited to the cost and demand of products when making pricing decisions; When selecting online media, the brand should consider both the effort of the anchor and the conversion rate of anchor fans; When negotiating the commission percentage with the brand, the anchors should properly measure their efforts.
Keywords
live broadcasting with goods, product pricing, game theory
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-281-7
- ISBN (Online)
- 978-1-83558-282-4
- Published Date
- 18 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/71/20241458
- Copyright
- 18 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited