Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain

This study considers a manufacturer–retailer–streamer supply chain, in which the retailer first purchases products from manufacturer and then sells them to consumers through streamer. In live streaming context, usually cooperates with streamer by providing three different contracts: only commission of sale (OC), fixed fee (OF), (CF). Therefore, this develops theoretical model investigate effects these contracts on chain members’ optimal decisions profits. The following results were obtained: (1) prefers an OC contract high-ability streamer, benefits contract. Additionally, manufacturer, retailer, can achieve win–win–win outcome certain cases. Furthermore, is willing sign low-ability when OF high. (2) cooperate low. (3) CF most profitable alternative for total rate low medium.