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Co-opetition strategies in live streaming commerce: a game theory perspective.

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Title: Co-opetition strategies in live streaming commerce: a game theory perspective.
Authors: Li, Yina1 (AUTHOR), Wang, Yanrong1,2 (AUTHOR), Zhou, Jiayu1 (AUTHOR), Ning, Yu3 (AUTHOR) bmningyu@gmail.com, Ye, Fei1 (AUTHOR)
Source: International Journal of Production Research. Mar2026, Vol. 64 Issue 6, p2354-2371. 18p.
Subjects: Coopetition, Game theory, Education & training services industry, Small business, Network effect, Online shopping, Electronic commerce, New business enterprises
Abstract: This paper examines the strategic interactions between a start-up firm (he) and an established live streaming firm (she) in live streaming commerce. Using a game model, the paper explores three scenarios: (1) competition, (2) co-opetition with a live streaming selling service, and (3) co-opetition with a live streaming training service. The findings indicate that the spillover effect can enhance profits for both firms, particularly the one with greater bargaining power. For the start-up firm, the training service is optimal when consumer time sensitivity is low. Under this condition, training significantly enhances his live streaming ability and enables him to outperform the live streaming firm. For the live streaming firm, providing training is optimal only when the training cost is low; otherwise, she prefers to offer the selling service, particularly when the spillover effect, product substitution effect, and her own popularity are high. The optimal cooperation strategy for both firms is context-dependent: generally, the selling service is preferred in low-tier markets or when the spillover effect is strong, while the training service is favored when the training cost is low. This research sheds light on key strategic choices for live streaming e-commerce operators seeking to optimise their collaboration and competitive positioning. [ABSTRACT FROM AUTHOR]
Copyright of International Journal of Production Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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PubType: Academic Journal
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  Data: Co-opetition strategies in live streaming commerce: a game theory perspective.
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  Data: <searchLink fieldCode="AR" term="%22Li%2C+Yina%22">Li, Yina</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Wang%2C+Yanrong%22">Wang, Yanrong</searchLink><relatesTo>1,2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Zhou%2C+Jiayu%22">Zhou, Jiayu</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Ning%2C+Yu%22">Ning, Yu</searchLink><relatesTo>3</relatesTo> (AUTHOR)<i> bmningyu@gmail.com</i><br /><searchLink fieldCode="AR" term="%22Ye%2C+Fei%22">Ye, Fei</searchLink><relatesTo>1</relatesTo> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Production+Research%22">International Journal of Production Research</searchLink>. Mar2026, Vol. 64 Issue 6, p2354-2371. 18p.
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  Data: <searchLink fieldCode="DE" term="%22Coopetition%22">Coopetition</searchLink><br /><searchLink fieldCode="DE" term="%22Game+theory%22">Game theory</searchLink><br /><searchLink fieldCode="DE" term="%22Education+%26+training+services+industry%22">Education & training services industry</searchLink><br /><searchLink fieldCode="DE" term="%22Small+business%22">Small business</searchLink><br /><searchLink fieldCode="DE" term="%22Network+effect%22">Network effect</searchLink><br /><searchLink fieldCode="DE" term="%22Online+shopping%22">Online shopping</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+commerce%22">Electronic commerce</searchLink><br /><searchLink fieldCode="DE" term="%22New+business+enterprises%22">New business enterprises</searchLink>
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  Label: Abstract
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  Data: This paper examines the strategic interactions between a start-up firm (he) and an established live streaming firm (she) in live streaming commerce. Using a game model, the paper explores three scenarios: (1) competition, (2) co-opetition with a live streaming selling service, and (3) co-opetition with a live streaming training service. The findings indicate that the spillover effect can enhance profits for both firms, particularly the one with greater bargaining power. For the start-up firm, the training service is optimal when consumer time sensitivity is low. Under this condition, training significantly enhances his live streaming ability and enables him to outperform the live streaming firm. For the live streaming firm, providing training is optimal only when the training cost is low; otherwise, she prefers to offer the selling service, particularly when the spillover effect, product substitution effect, and her own popularity are high. The optimal cooperation strategy for both firms is context-dependent: generally, the selling service is preferred in low-tier markets or when the spillover effect is strong, while the training service is favored when the training cost is low. This research sheds light on key strategic choices for live streaming e-commerce operators seeking to optimise their collaboration and competitive positioning. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of International Journal of Production Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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        Value: 10.1080/00207543.2025.2609949
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        Text: English
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        PageCount: 18
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      – SubjectFull: Game theory
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      – SubjectFull: Education & training services industry
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      – SubjectFull: Small business
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      – SubjectFull: Network effect
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      – SubjectFull: Online shopping
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      – SubjectFull: Electronic commerce
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      – SubjectFull: New business enterprises
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      – TitleFull: Co-opetition strategies in live streaming commerce: a game theory perspective.
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            NameFull: Li, Yina
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            NameFull: Wang, Yanrong
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            NameFull: Zhou, Jiayu
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            NameFull: Ye, Fei
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              M: 03
              Text: Mar2026
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