Pricing of Brands Considering Streamer Service Level under Live Streaming E-commerce

Considering the service level of streamers, this paper establishes a leader-follower game model in which a brand is leader and a streamer is follower. Furthermore, numerical experiments are conducted to analyze the influence of commission rate, streamer ability and consumer service level sensitivity on the optimal decision-making and optimal profit of members of the live streaming e-commerce system. The results show that the commission rate is the main factor affecting the optimal profit of brands and streamers, while the streamer's ability and consumer service sensitivity only have a significant impact on the optimal profit of brands.