考虑消费者退货的供应链中直播与合作模式研究

Research on Live Streaming and Cooperative Models in Supply Chains Considering Consumer Returns

摘要: 本文针对直播电商中消费者退货风险对供应链决策的影响，研究了在转售与代理两种合作模式下，品牌商与平台在“不直播、店播、达播”三种策略中的最优选择。研究发现：在转售模式下，电商平台的直播策略受到消费者满意率和退货成本的影响，当满意率较低时，不引入直播为最优策略；满意率较高时选择达人直播；满意率位于中等区间时，如果退货成本较低，则自营直播更优，反之达人直播更为有利。退货成本上升会抑制自营直播的服务努力投入，但达人直播因佣金激励仍可维持较高服务水平。在代理模式下，当平台服务费率较低时，代理模式占优，而费率较高时转售模式更利于风险分担；达人粉丝比例超过阈值时，其粉丝效应可抵消高费率影响，进一步拓展了代理模式的适用区间。

Abstract: This study investigates the impact of consumer return risk on supply chain decision in live streaming e-commerce, analyzing the optimal strategies for brands and platforms among “no live streaming”, “store-operated live streaming”, and “influencer live streaming” under both resale and agency cooperation models. The findings indicate that under the resale model, the platform’s live streaming strategy is influenced by consumer satisfaction rates and return costs: when satisfaction is low, refraining from live streaming is optimal; when satisfaction is high, influencer live streaming is preferred; and in moderate satisfaction scenarios, store-operated live streaming is more advantageous if return costs are low, whereas influencer live streaming becomes more favorable if return costs are high. Rising return costs suppress service effort inputs in store-operated live streaming, but influencer live streaming maintains higher service levels due to commission incentives. Under the agency model, the agency model dominates when the platform service fee rate is low, while the resale model is more conducive to risk sharing when the fee rate is high. When the influencer’s follower ratio exceeds a certain threshold, their fan effect can offset the impact of high service fees, thereby expanding the applicable scope of the agency model.