网红主播公平关切下考虑权力结构的直播电商供应链决策  

Livestreaming Supply Chain Decision-making Considering Power Structures under Influencers’Fairness Concerns

作　　者：秦婷婷 周昱昊 QIN Tingting;ZHOU Yuhao(School of Management,Hefei University of Technology,Hefei 230009,China;School of Economics,Hefei University of Techonlogy,Hefei 230601,China)

机构地区：[1]合肥工业大学管理学院,合肥230009 [2]合肥工业大学经济学院,合肥230601

出　　处：《科技和产业》2025年第4期77-85,共9页Science Technology and Industry

摘　　要：考虑网红主播具有公平关切,分别构建三种权利结构下直播电商供应链决策模型,探讨网红主播公平关切及权力结构差异对供应链成员决策和利润的影响。研究表明:网红主播主导和权利对等时品牌商和网红主播的直播价格和利润随着公平关切系数的增加而减少;在双方权利对等时,网红主播市场拓展系数增大,网红主播和品牌商的价格和利润均增大;当佣金率较高时,品牌商和网红主播的利润均随导流率的增加而增大,在网红主导时双方利润均最高。Taking into account the fairness concerns of influencers,the decision-making in a livestreaming e-commerce supply chain was investigated.Three decision-making models were established under different power structures to explore how influencers’fairness concerns and variations in power structures affect the decisions and profits of supply chain members.The findings reveal that when influencers lead or both parties have equal power,the livestream price and profit of both the brand and influencer decrease as the fairness concern coefficient increases.Under equal power,as the influencer’s market expansion coefficient increases,the prices and profits of both the influencer and the brand increase.When the commission rate is high,the profits of both the brand and the influencer increase with the growth of the redirection rate.When the influencer leads,both parties achieve the highest profits.

关 键 词：公平关切 权力结构 直播电商 博弈 

分 类 号：F272.3[经济管理—企业管理]