Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)

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Optimal Live Streaming Strategy Selection Considering Consumer Returns

Authors
Shumin Liang1, *
1School of Business, Shandong Normal University, Jinan, 250014, China
*Corresponding author. Email: liangshumin14715@163.com
Corresponding Author
Shumin Liang
Available Online 7 June 2025.
DOI
10.2991/978-94-6463-752-6_11How to use a DOI?
Keywords
Live-streaming e-commerce; Pricing strategy; Product returns; Live-streaming strategy
Abstract

This study explores the optimal live-streaming strategy for brands while considering consumer return risks. By comparing the demand, return volume, and profitability under influencer live-streaming and brand-owned live-streaming models, we analyze their ability to mitigate return risks and identify the most effective strategy. Using mathematical modeling and numerical simulations, we examine key influencing factors such as influencer impact, commission rate, and return cost. And unit return cost are critical factors influencing demand differences between the two models. While fluences can effectively boost demand, their advantage diminishes as re-turn costs rise, making the brand-owned model preferable in high-return-cost scenarios. Additionally, commission rate and return cost significantly affect return volume, influencing the choice of the optimal model. Brands should also consider baseline return volume differences and fixed cost gaps when selecting a live-streaming strategy.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
7 June 2025
ISBN
978-94-6463-752-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-752-6_11How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shumin Liang
PY  - 2025
DA  - 2025/06/07
TI  - Optimal Live Streaming Strategy Selection Considering Consumer Returns
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 105
EP  - 113
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_11
DO  - 10.2991/978-94-6463-752-6_11
ID  - Liang2025
ER  -