Journal of Information Resources Management ›› 2023, Vol. 13 ›› Issue (3): 100-111.doi: 10.13365/j.jirm.2023.03.100

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Best Deals for Livestreaming Fans:A Negotiation Model under the Anchor’ s Reputation Concern

Yang Siyi Dou Yifan   

  1. School of Management, Fudan University, Shanghai, 200433
  • Online:2023-05-26 Published:2023-06-09

Abstract: In live-streaming e-commerce shows, the reputation of anchor plays a central role because it simultaneously affects the brand-side price negotiation and the anchor-side long-run profitability. This paper examines the effect of the anchors’ reputation on price negotiation with Nash bargaining model in light of the conflict between brands’ myopic focus on one-off profits and anchors’ focus on long-term reputation. Our analytical and numerical results suggest that the negotiated price is non-monotonically affected by the reputation concern. An anchor with a greater reputation concern may receive a smaller discount. Besides, the brand, the anchor, and consumers all benefit when the anchor has a moderate concern for his or her reputation.

Key words: Livestreaming, Anchor, Reputation concern, Nash bargaining, Discount

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