Analysis on Pricing Strategy of Live Streaming for Heterogeneous Consumers Considering Fairness Concern

In the post epidemic era, the mode of live streaming was recognized by the market. This paper research in the impact of the different levels of fairness concerns of heterogeneous consumers on the pricing strategy of live streaming. The study finds that differential pricing is conducive to improving the profits of the supply chain, but the price of consumer identification services provided by e-commerce platforms is the key factor that determines whether online celebrity anchors accept differentiated services of platform consumers. The platform (such as JD platform) with a higher level of fairness concern for ordinary consumers and a lower level of fairness concern for consumers with a preference for live broadcasting distorts the pricing of consumers with a preference for live broadcasting. The platform (such as Pinduoduo platform) with a lower level of fair concern for ordinary consumers and a higher level of fair concern for consumers with a preference for live broadcasting distorts the pricing of live broadcasting with goods to unified pricing.