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<p>Existing research on live streaming e-commerce primarily examines pricing decisions without addressing what product quality firms should offer in this channel. Moreover, although impulsive consumer behavior has been studied, the informational role of streamers remains underexplored. Our study addresses these limitations by developing an analytical model that jointly optimizes quality and pricing across live streaming and traditional e-commerce channels, incorporating impulsive behavior and streamer informational effectiveness. Consumers are segmented into impulsive consumers who buy spontaneously and non-impulsive consumers who evaluate products more deliberately, with some becoming informed through streamer demonstrations. Our results show that (1) optimal price and quality decline with impulsivity but rise with streamer effectiveness; (2) live streaming consistently delivers quality-price ratios equal to or exceeding traditional e-commerce; (3) contrary to conventional wisdom, live streaming can achieve lower return rates when streamers mitigate moderate impulsivity; (4) the optimal channel selection strategy hinges on commissions and consumer composition.</p>

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Joint optimization of quality and pricing in live streaming commerce: interplay of consumer impulsivity and streamer effectiveness

  • 期刊论文

  • 发表日期：

    2026年3月18日

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  • Xiaofan Hu,
  • Guoxuan Huang

摘要

Existing research on live streaming e-commerce primarily examines pricing decisions without addressing what product quality firms should offer in this channel. Moreover, although impulsive consumer behavior has been studied, the informational role of streamers remains underexplored. Our study addresses these limitations by developing an analytical model that jointly optimizes quality and pricing across live streaming and traditional e-commerce channels, incorporating impulsive behavior and streamer informational effectiveness. Consumers are segmented into impulsive consumers who buy spontaneously and non-impulsive consumers who evaluate products more deliberately, with some becoming informed through streamer demonstrations. Our results show that (1) optimal price and quality decline with impulsivity but rise with streamer effectiveness; (2) live streaming consistently delivers quality-price ratios equal to or exceeding traditional e-commerce; (3) contrary to conventional wisdom, live streaming can achieve lower return rates when streamers mitigate moderate impulsivity; (4) the optimal channel selection strategy hinges on commissions and consumer composition.