考慮主播影響力與搭便車行為的雙渠道供應(yīng)鏈決策研究

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【Abstract】Due to thefrequentoccurrenceof chaos in livestreaming commerce，consumers aregradually turning toretail channelswithbetterafter-salesservice forpurchases.This paper studiesthedecision-making problemofadual-chanel e-commerce livestreaming supply chain based on livestreamer influenceandconsumer free-riding behavior.The study showsthatthedecisions ofsupplychain membersarepositivelycorrelated withlivestreamer influence，retailerdecisionsare positivelycorelatedwiththedegreoffree-ridingbehavior，thee-commercelivestreamerdecisionsarenegativelycorrelatedwiththedegreeoffree-ridingbehavior，and，whenthebrand’swholesalepriceislowerthanthelivestreamingseing price，itis positively correlated with both livestreamer influence and thedegreeoffree-riding behavior.

[Keywords]free-riding behavior;dual-channelsupplychain;livee-commerce; livestreamerinfluence; livestreamerdisplay effect

[中圖分類號]F224；F253 [文獻標(biāo)識碼］A [文章編號]1674-3229（2025）02-0030-07

0 引言

直播電商現(xiàn)已成為線上交易最受關(guān)注的商業(yè)模式。（剩余7164字）