Reselling or agency selling? The strategic role of live streaming commerce in distribution contract selection

The booming live streaming business has increased the number of consumer options for purchase channels, which had a significant impact on firm sales models and management practices. This paper considers multiechelon supply chain in an upstream supplier can sell products through online platform channel, choose to sign reselling agreement or agency selling with supplier. By constructing Stackelberg game, we theoretically derive equilibrium strategies members under different agreements presence channel. Specifically, find that agreement, optimal retail price decreases increase commission rate, while channel always increases relationship between wholesale rate depends ratio coefficient internet celebrity’s effort platform. Under there is threshold fee. pricing strategy one side opposite other side. Furthermore, numerically explore impacts system parameters selection model, profit, decision-making identify conditions are chosen when Interestingly, celebrity should not charge too large; otherwise, it harms others without benefiting celebrity. Moreover, chooses hire goods via streaming, either extremely large following little influence but only moderate influence.