{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T16:00:32Z","timestamp":1784995232920,"version":"3.55.0"},"reference-count":45,"publisher":"Springer Science and Business Media LLC","issue":"4","license":[{"start":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T00:00:00Z","timestamp":1784937600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.springernature.com\/gp\/researchers\/text-and-data-mining"},{"start":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T00:00:00Z","timestamp":1784937600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/www.springernature.com\/gp\/researchers\/text-and-data-mining"}],"funder":[{"name":"Major Project of the National Social Science Foundation of China","award":["24&ZD098"],"award-info":[{"award-number":["24&ZD098"]}]}],"content-domain":{"domain":["link.springer.com"],"crossmark-restriction":false},"short-container-title":["Oper Res Int J"],"published-print":{"date-parts":[[2026,12]]},"DOI":"10.1007\/s12351-026-01079-4","type":"journal-article","created":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T14:07:23Z","timestamp":1784988443000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Optimal live-streaming showcasing strategies of the online retailer in a dual-channel retailing system"],"prefix":"10.1007","volume":"26","author":[{"given":"Lian","family":"Ding","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuzhuo","family":"Qiu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ruiting","family":"Deng","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Panos M.","family":"Pardalos","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2026,7,25]]},"reference":[{"key":"1079_CR1","doi-asserted-by":"publisher","first-page":"27","DOI":"10.1177\/00222429211013042","volume":"86","author":"N Bharadwaj","year":"2022","unstructured":"Bharadwaj N, Ballings M, Naik PA, Moore M, Arat MM (2022) A new livestream retail analytics framework to assess the sales impact of emotional displays. J Mark 86:27\u201347","journal-title":"J Mark"},{"key":"1079_CR2","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2023.101321","volume":"62","author":"Q Chen","year":"2023","unstructured":"Chen Q, Yan X, Zhao Y, Bian Y (2023) Live streaming channel strategy of an online retailer in a supply chain. Electron Commer Res Appl 62:101321","journal-title":"Electron Commer Res Appl"},{"key":"1079_CR3","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2024.109321","volume":"275","author":"X Chen","year":"2024","unstructured":"Chen X, Tan L, Wang F (2024) Managing consumer bracketing purchases: Optimal return policy analysis. Int J Prod Econ 275:109321","journal-title":"Int J Prod Econ"},{"key":"1079_CR4","doi-asserted-by":"publisher","first-page":"3138","DOI":"10.1109\/TEM.2025.3586180","volume":"72","author":"Z Chen","year":"2025","unstructured":"Chen Z, Fan ZP, Zhang J, Zhu SX (2025a) Navigating live streaming: retailers\u2019 strategies in online\u2013offline competition. IEEE Trans Eng Manag 72:3138\u20133150","journal-title":"IEEE Trans Eng Manag"},{"key":"1079_CR5","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2025.104347","volume":"86","author":"Z Chen","year":"2025","unstructured":"Chen Z, Ji C, Zhang L, Zhang J (2025b) Strategic choices in live-streaming e-commerce: Balancing live-streaming selling mode and return-freight insurance strategy. J Retail Consum Serv 86:104347","journal-title":"J Retail Consum Serv"},{"key":"1079_CR6","doi-asserted-by":"crossref","unstructured":"Du, Z., Fan, Z.-P., Sun, F., Liu, Y., 2023. Open the live streaming sales channel or not? Analysis of strategic decision for a manufacturer. Annals of Operations Research.","DOI":"10.1007\/s10479-023-05383-6"},{"key":"1079_CR7","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2024.109295","volume":"274","author":"Y Duan","year":"2024","unstructured":"Duan Y, Song J (2024) The adoption of live streaming channel considering impulse buying and product returns. Int J Prod Econ 274:109295","journal-title":"Int J Prod Econ"},{"key":"1079_CR8","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103981","volume":"81","author":"X Fan","year":"2024","unstructured":"Fan X, Zhang L, Guo X, Zhao W (2024) The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis. J Retail Consum Serv 81:103981","journal-title":"J Retail Consum Serv"},{"key":"1079_CR9","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.104148","volume":"82","author":"X Gong","year":"2025","unstructured":"Gong X, Sun P (2025) Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce. J Retail Consum Serv 82:104148","journal-title":"J Retail Consum Serv"},{"key":"1079_CR10","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2022.101184","volume":"55","author":"H Gong","year":"2022","unstructured":"Gong H, Zhao M, Ren J, Hao Z (2022) Live streaming strategy under multi-channel sales of the online retailer. Electron Commer Res Appl 55:101184","journal-title":"Electron Commer Res Appl"},{"issue":"3","key":"1079_CR11","doi-asserted-by":"publisher","first-page":"1117","DOI":"10.1016\/j.ejor.2022.09.021","volume":"307","author":"C Hao","year":"2023","unstructured":"Hao C, Yang L (2023) Resale or agency sale? Equilibrium analysis on the role of live streaming selling. Eur J Oper Res 307(3):1117\u20131134","journal-title":"Eur J Oper Res"},{"key":"1079_CR12","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2023.103038","volume":"171","author":"S Huang","year":"2023","unstructured":"Huang S, Wang Y, Zhang X (2023) Contracting with countervailing incentives under asymmetric cost information in a dual-channel supply chain. Transp Res Part e Logist Transp Rev 171:103038","journal-title":"Transp Res Part e Logist Transp Rev"},{"key":"1079_CR13","doi-asserted-by":"publisher","first-page":"413","DOI":"10.1016\/j.ejor.2023.06.017","volume":"312","author":"L Huang","year":"2024","unstructured":"Huang L, Liu B, Zhang R (2024) Channel strategies for competing retailers: Whether and when to introduce live stream? Eur J Oper Res 312:413\u2013426","journal-title":"Eur J Oper Res"},{"key":"1079_CR14","doi-asserted-by":"publisher","first-page":"529","DOI":"10.1016\/j.ejor.2023.01.034","volume":"309","author":"G Ji","year":"2023","unstructured":"Ji G, Fu T, Li S (2023) Optimal selling format considering price discount strategy in live-streaming commerce. Eur J Oper Res 309:529\u2013544","journal-title":"Eur J Oper Res"},{"key":"1079_CR15","doi-asserted-by":"publisher","first-page":"48923","DOI":"10.1109\/ACCESS.2021.3068827","volume":"9","author":"Y Jiang","year":"2021","unstructured":"Jiang Y, Cai H (2021) The impact of impulsive consumption on supply chain in the live-streaming economy. IEEE Access 9:48923\u201348930","journal-title":"IEEE Access"},{"key":"1079_CR16","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2019.107595","volume":"225","author":"D Jin","year":"2020","unstructured":"Jin D, Caliskan-Demirag O, Chen F, Huang M (2020) Omnichannel retailers\u2019 return policy strategies in the presence of competition. Int J Prod Econ 225:107595","journal-title":"Int J Prod Econ"},{"key":"1079_CR17","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2024.101367","volume":"64","author":"D Jin","year":"2024","unstructured":"Jin D, Lai D, Pu X, Han G (2024) Self-broadcasting or cooperating with streamers? A perspective on live streaming sales of fresh products. Electron Commer Res Appl 64:101367","journal-title":"Electron Commer Res Appl"},{"key":"1079_CR18","volume":"56","author":"K Kang","year":"2021","unstructured":"Kang K, Lu J, Guo L, Li W (2021) The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. Int J Inf Manag 56:102251","journal-title":"Int J Inf Manag"},{"key":"1079_CR19","doi-asserted-by":"publisher","first-page":"3594","DOI":"10.1111\/poms.14052","volume":"32","author":"Y Kuang","year":"2023","unstructured":"Kuang Y, Jiang L (2023) Managing presales with two payments and return policy when consumers are time-inconsistent. Prod Oper Manag 32:3594\u20133613","journal-title":"Prod Oper Manag"},{"key":"1079_CR20","doi-asserted-by":"publisher","first-page":"273","DOI":"10.1016\/j.ejor.2022.02.049","volume":"303","author":"M Li","year":"2022","unstructured":"Li M, Mizuno S (2022) Dynamic pricing and inventory management of a dual-channel supply chain under different power structures. Eur J Oper Res 303:273\u2013285","journal-title":"Eur J Oper Res"},{"key":"1079_CR21","doi-asserted-by":"publisher","first-page":"3209","DOI":"10.1111\/poms.14031","volume":"32","author":"Y Li","year":"2023","unstructured":"Li Y, Li G, Pan XA (2023) Optimal return shipping insurance policy with consumers\u2019 anticipated regret. Prod Oper Manag 32:3209\u20133226","journal-title":"Prod Oper Manag"},{"key":"1079_CR22","doi-asserted-by":"publisher","DOI":"10.1016\/j.omega.2025.103276","volume":"133","author":"Q Li","year":"2025","unstructured":"Li Q, Zhu S, Choi T-M, Shen B (2025) Maintaining E-commerce supply chain viability: addressing supply risks with a strategic live-streaming channel. Omega 133:103276","journal-title":"Omega"},{"key":"1079_CR23","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2022.102620","volume":"158","author":"M Liu","year":"2022","unstructured":"Liu M, Liang K, Perera S, Huang R, Ghose S (2022) Game theoretical analysis of service effort timing scheme strategies in dual-channel supply chains. Transp Res Part e Log Transp Rev 158:102620","journal-title":"Transp Res Part e Log Transp Rev"},{"key":"1079_CR24","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2024.101445","volume":"68","author":"X Liu","year":"2024","unstructured":"Liu X, Zhou Z, Hu M, Zhong F (2024) How retailers can gain more profitability driven by digital technology: live streaming promotion and blockchain technology traceability? Electron Commer Res Appl 68:101445","journal-title":"Electron Commer Res Appl"},{"key":"1079_CR25","doi-asserted-by":"crossref","unstructured":"Liu, H., Liu, S., 2021. Optimal decisions and coordination of live streaming selling under revenue\u2010sharing contracts. Managerial and Decision Economics 42.","DOI":"10.1002\/mde.3289"},{"key":"1079_CR26","unstructured":"Liu, S., Xu, X., Cheng, T.C.E., 2025. Equilibrium analysis of live-streaming e-commerce supply chain in the AI era. International Journal of Production Research, 1\u201319."},{"key":"1079_CR27","doi-asserted-by":"publisher","first-page":"527","DOI":"10.1016\/j.ejor.2024.09.008","volume":"320","author":"W Lu","year":"2025","unstructured":"Lu W, Ji X, Wu J (2025) Retailer\u2019s information sharing and manufacturer\u2019s channel expansion in the live-streaming E-commerce era. Eur J Oper Res 320:527\u2013543","journal-title":"Eur J Oper Res"},{"key":"1079_CR28","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2025.104493","volume":"88","author":"S Najafi-Ghobadi","year":"2026","unstructured":"Najafi-Ghobadi S, Rezaei Kalantary M (2026) Optimizing pricing in an online marketplace: The role of buy-now, pay-later option and return policies. J Retail Consum Serv 88:104493","journal-title":"J Retail Consum Serv"},{"key":"1079_CR29","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2023.103130","volume":"174","author":"B Niu","year":"2023","unstructured":"Niu B, Yu X, Dong J (2023a) Could AI livestream perform better than KOL in cross-border operations? Transp Res Part e Log Transp Rev 174:103130","journal-title":"Transp Res Part e Log Transp Rev"},{"key":"1079_CR30","doi-asserted-by":"publisher","DOI":"10.1016\/j.omega.2023.102846","volume":"117","author":"B Niu","year":"2023","unstructured":"Niu B, Yu X, Li Q, Wang Y (2023b) Gains and losses of key opinion leaders\u2019 product promotion in livestream E-commerce. Omega 117:102846","journal-title":"Omega"},{"key":"1079_CR31","doi-asserted-by":"publisher","first-page":"473","DOI":"10.1016\/j.ejor.2021.10.034","volume":"301","author":"C Tian","year":"2022","unstructured":"Tian C, Xiao T, Shang J (2022) Channel differentiation strategy in a dual-channel supply chain considering free riding behavior. Eur J Oper Res 301:473\u2013485","journal-title":"Eur J Oper Res"},{"key":"1079_CR32","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2022.102675","volume":"160","author":"J Wang","year":"2022","unstructured":"Wang J, He S (2022) Optimal decisions of modularity, prices and return policy in a dual-channel supply chain under mass customization. Transp Res Part e Log Transp Rev 160:102675","journal-title":"Transp Res Part e Log Transp Rev"},{"key":"1079_CR33","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2025.109619","volume":"285","author":"L Wang","year":"2025","unstructured":"Wang L, Zhou L, Chan HK, Fan T (2025) Impact of cost structure and cannibalisation on live streaming pricing strategies. Int J Prod Econ 285:109619","journal-title":"Int J Prod Econ"},{"key":"1079_CR34","doi-asserted-by":"publisher","first-page":"647","DOI":"10.1007\/s10479-023-05201-z","volume":"344","author":"P Xie","year":"2025","unstructured":"Xie P, Shi R, Xu D (2025) Retailer service strategy on livestreaming platforms considering free riding behavior. Ann Oper Res 344:647\u2013677","journal-title":"Ann Oper Res"},{"key":"1079_CR35","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103360","volume":"73","author":"B Xin","year":"2023","unstructured":"Xin B, Hao Y, Xie L (2023) Strategic product showcasing mode of E-commerce live streaming. J Retail Consum Serv 73:103360","journal-title":"J Retail Consum Serv"},{"key":"1079_CR36","doi-asserted-by":"publisher","first-page":"1188","DOI":"10.1016\/j.ejor.2022.11.036","volume":"308","author":"X Xu","year":"2023","unstructured":"Xu X, Hong Z, Chen Y, Cheng TCE (2023a) When is it wise to use artificial intelligence for platform operations considering consumer returns? Eur J Oper Res 308:1188\u20131205","journal-title":"Eur J Oper Res"},{"key":"1079_CR37","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2023.108859","volume":"260","author":"X Xu","year":"2023","unstructured":"Xu X, Yang Y, Zhang J, Cheng TCE (2023b) Live streaming platform operations and coordination under the cap-and-trade regulation: Platform-enabled mode versus platform-agency mode. Int J Prod Econ 260:108859","journal-title":"Int J Prod Econ"},{"key":"1079_CR38","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2024.103950","volume":"195","author":"X Xu","year":"2025","unstructured":"Xu X, Chen X, Hou J, Cheng TCE, Yu Y, Zhou L (2025) Should live streaming be adopted for agricultural supply chain considering platform\u2019s quality improvement and blockchain support? Transp Res Part e Log Transp Rev 195:103950","journal-title":"Transp Res Part e Log Transp Rev"},{"key":"1079_CR39","doi-asserted-by":"publisher","DOI":"10.1016\/j.omega.2020.102266","volume":"101","author":"W Yang","year":"2021","unstructured":"Yang W, Zhang J, Yan H (2021) Impacts of online consumer reviews on a dual-channel supply chain. Omega 101:102266","journal-title":"Omega"},{"key":"1079_CR40","doi-asserted-by":"publisher","first-page":"1450","DOI":"10.1016\/j.tele.2018.03.014","volume":"35","author":"E Yu","year":"2018","unstructured":"Yu E, Jung C, Kim H, Jung J (2018) Impact of viewer engagement on gift-giving in live video streaming. Telematics Inform 35:1450\u20131460","journal-title":"Telematics Inform"},{"key":"1079_CR41","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2025.104391","volume":"87","author":"J Yu","year":"2025","unstructured":"Yu J, Wang L, Zhang W, Zhou C (2025) Winning markets via live-streams: Competitive manufacturers\u2019 channel strategies. J Retail Consum Serv 87:104391","journal-title":"J Retail Consum Serv"},{"key":"1079_CR42","doi-asserted-by":"publisher","DOI":"10.1016\/j.cie.2022.108805","volume":"174","author":"T Zhang","year":"2022","unstructured":"Zhang T, Guo X, Wu T (2022) An analysis of cross-channel return processing with return-freight insurance for live streaming platforms. Comput Ind Eng 174:108805","journal-title":"Comput Ind Eng"},{"key":"1079_CR43","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2023.103096","volume":"173","author":"W Zhang","year":"2023","unstructured":"Zhang W, Yu L, Wang Z (2023a) Live-streaming selling modes on a retail platform. Transp Res Part e Log Transp Rev 173:103096","journal-title":"Transp Res Part e Log Transp Rev"},{"key":"1079_CR44","doi-asserted-by":"publisher","DOI":"10.1016\/j.cie.2023.109357","volume":"182","author":"Z Zhang","year":"2023","unstructured":"Zhang Z, Chen Z, Wan M, Zhang Z (2023b) Dynamic quality management of live streaming e-commerce supply chain considering streamer type. Comput Ind Eng 182:109357","journal-title":"Comput Ind Eng"},{"key":"1079_CR45","doi-asserted-by":"publisher","first-page":"1348","DOI":"10.1109\/TEM.2025.3550400","volume":"72","author":"Y Zhou","year":"2025","unstructured":"Zhou Y, Liu SS, Xu X, Cheng TCE (2025) Enhancing competitive advantage through AI-driven live streaming sales. IEEE Trans Eng Manage 72:1348\u20131360","journal-title":"IEEE Trans Eng Manage"}],"container-title":["Operational Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1007\/s12351-026-01079-4.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/article\/10.1007\/s12351-026-01079-4","content-type":"text\/html","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1007\/s12351-026-01079-4.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T15:01:36Z","timestamp":1784991696000},"score":1,"resource":{"primary":{"URL":"https:\/\/link.springer.com\/10.1007\/s12351-026-01079-4"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,7,25]]},"references-count":45,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2026,12]]}},"alternative-id":["1079"],"URL":"https:\/\/doi.org\/10.1007\/s12351-026-01079-4","relation":{},"ISSN":["1109-2858","1866-1505"],"issn-type":[{"value":"1109-2858","type":"print"},{"value":"1866-1505","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,7,25]]},"assertion":[{"value":"14 September 2024","order":1,"name":"received","label":"Received","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"18 February 2026","order":2,"name":"revised","label":"Revised","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"2 June 2026","order":3,"name":"accepted","label":"Accepted","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"25 July 2026","order":4,"name":"first_online","label":"First Online","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"The authors declare no conflicts of interest.","order":1,"name":"Ethics","label":"Conflict of interest","group":{"name":"EthicsHeading","label":"Declarations"}}],"article-number":"92"}}