Strategic choice of KOL and AI live-streaming considering network externality of differentiated firmsOA

作者：Pingping Chen;Peixin Zhao;Huiru Zhang;Shuaijie Xu

作者单位：School of Management,Shandong University,Jinan,250000,ChinaSchool of Management,Shandong University,Jinan,250000,ChinaSchool of Economics and Management,Tongji University,Shanghai,200092,ChinaSchool of Management,Shandong University,Jinan,250000,China

中文关键词：Live-stream commerceNetwork externalityMarket differentiationNash game

英文关键词：Live-stream commerceNetwork externalityMarket differentiationNash game

刊名：《管理科学学报（英文）》 2026 (1)

页码/页数：189-206,18

基金：This work was supported by the National Natural Science Foundation of China[No.72201156]the Ministry of Education of Humanities and Social Science Project of China[No.22YJC630010]the Natural Science Foundation of Shandong Province of China[No.ZR2024QG150].

DOI：10.1016/j.jmse.2026.01.002