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Additionally, this paper presents the optimal strategy and profit function of the product goodwill trajectory for the brand vendor, streamer, and the entire supply chain, considering different spillover effects using numerical simulation. The analysis reveals that the level of quality improvement consistently increases over time, while the variation in product goodwill is more diverse. The optimal pricing of products is influenced by the market share of the channel with goods under the decision of the two decentralized models. Risk-averse brands tend to collaborate with waist and tail streamers to gain control over bargaining power, while risk-seeking brands often choose top streamers to distribute their goods when the market share of goods channels is significant. The overall profitability of the supply chain is influenced by consumers\u2019 preferences for quality and marketing.<\/jats:p>","DOI":"10.1051\/ro\/2024179","type":"journal-article","created":{"date-parts":[[2024,9,13]],"date-time":"2024-09-13T08:08:40Z","timestamp":1726214920000},"page":"4769-4790","source":"Crossref","is-referenced-by-count":1,"title":["Research on the influence of Spillover effect on dual-channel supply chain under the background of live-streaming marketing"],"prefix":"10.1051","volume":"58","author":[{"given":"Jiangang","family":"Liu","sequence":"first","affiliation":[]},{"given":"Lanlan","family":"Zhou","sequence":"additional","affiliation":[]},{"given":"Yuxuan","family":"Shen","sequence":"additional","affiliation":[]}],"member":"250","published-online":{"date-parts":[[2024,11,5]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"108796","DOI":"10.1016\/j.ijpe.2023.108796","volume":"258","author":"Cui","year":"2023","journal-title":"Int. J. 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