Optimal online channel structure for multinational firms considering live streaming shopping

作者：

Highlights：

• The multinational firm benefits from opening a live streaming channel.

• Opening a live streaming channel hurts profits of existed e-retailers.

• Opening a live streaming channel changes the multinational firm’s profit structure.

• The optimal channel structure relies on channel substitutability and tax disparity.

摘要

•The multinational firm benefits from opening a live streaming channel.•Opening a live streaming channel hurts profits of existed e-retailers.•Opening a live streaming channel changes the multinational firm’s profit structure.•The optimal channel structure relies on channel substitutability and tax disparity.

论文关键词：Online channel structure,Live streaming shopping,Channel substitutability,Tax difference,E-commerce

论文评审过程：Received 17 April 2022, Revised 27 July 2022, Accepted 6 September 2022, Available online 19 September 2022, Version of Record 10 October 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101198