{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,11]],"date-time":"2026-05-11T12:39:50Z","timestamp":1778503190617,"version":"3.51.4"},"reference-count":42,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2026,1,30]],"date-time":"2026-01-30T00:00:00Z","timestamp":1769731200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100012456","name":"National Social Science Fund of China","doi-asserted-by":"publisher","award":["24BGL098"],"award-info":[{"award-number":["24BGL098"]}],"id":[{"id":"10.13039\/501100012456","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The growth of e-commerce live streaming has expanded sales channel options for fresh agricultural suppliers. This study investigates a two-echelon supply chain consisting of a fresh agricultural supplier and downstream retailers. Using differential game theory, we examine the supplier\u2019s preservation technology level and product greenness, analyzing and comparing equilibrium strategies under three different modes: e-commerce platform sales mode (SP), head streamer sales mode (SH) and ordinary streamer sales mode (SN). The results demonstrate that SP is the dominant strategy when retailers\u2019 marginal profits are low. Conversely, under high marginal profit conditions, the optimal selection depends on streamer cooperation costs: SH is preferred with low head streamer costs; widening cost gaps introduce temporal considerations between SH and SN; further gap expansion makes SN optimal. Furthermore, product greenness is related to supplier\u2019s marginal profit, while the preservation technology level is jointly determined by supplier\u2019s marginal profit and retailers\u2019 inspection costs. Finally, combinations of these modes are also investigated.<\/jats:p>","DOI":"10.3390\/jtaer21020044","type":"journal-article","created":{"date-parts":[[2026,1,30]],"date-time":"2026-01-30T11:09:22Z","timestamp":1769771362000},"page":"44","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["E-Commerce Platform, Live Streaming or Combinations? Dynamic Decision Analysis of Fresh Agricultural Supply Chain"],"prefix":"10.3390","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2984-6934","authenticated-orcid":false,"given":"Linlin","family":"Zhang","sequence":"first","affiliation":[{"name":"Business School, Beijing Technology and Business University, Beijing 100048, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ni","family":"An","sequence":"additional","affiliation":[{"name":"Business School, Beijing Technology and Business University, Beijing 100048, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2026,1,30]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"20","DOI":"10.1016\/j.cie.2023.109357","article-title":"Dynamic quality management of live streaming e-commerce supply chain considering streamer type","volume":"182","author":"Zhang","year":"2023","journal-title":"Comput. Ind. 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