Research on the Impact of Anchor Types on E-commerce Product Pricing and Quality Decision-Making

Abstract

In the operation of the live-streaming e-commerce supply chain, a thorough exploration of the impact of e-commerce channel quality control levels, consumer quality perception, and situational awareness on manufacturers' choices of live-streaming models, as well as how to maximize manufacturers' profits, holds significant strategic value. This paper focuses on a supply chain system consisting of manufacturers, live-stream hosts, and live-stream e-commerce platforms, constructing a game-theoretical analysis model that incorporates quality control levels, platform quality supervision intensity, and consumer sensitivity to product quality. Utilizing this model, an in-depth analysis is conducted on two modes: sales by human hosts and sales by virtual hosts, discussing how they influence the pricing mechanisms and quality-related decision-making within the live-streaming e-commerce supply chain. The analysis reveals that as consumer sensitivity to manufacturers' quality control capabilities and the regulatory power of live-streaming e-commerce platforms increases, both manufacturers and platforms can achieve higher profit returns under these two modes. This study aims to uncover the specific effects of different host types on key decision variables within the e-commerce ecosystem, providing more precise strategic guidance for industry participants.