Optimal Two-Stage Pricing Strategies for Fresh Produce in Live Streaming

In this paper, fresh produce is used as the object of research, because the purchase decision of strategic consumers is influenced by the price, anchor effort and freshness of fresh produce. We construct a demand function based on consumer utility and update the demand of the regular stage with market information of the live stage based on Bayesian theory. We develop a two-stage pricing model for live and regular sales under a live streaming scenario for the fresh produce supplier and determine the optimal price in the live and regular stages. The numerical analysis shows the effects of anchor effort and fresh-keeping effort on pricing decision and the amount of profit in the fresh supply chain in the live streaming by the supplier and the live streaming by the platform. If the platform charges a higher commission in supplier live streaming mode, the platform's profits in both phases are higher than the supplier's profits in both phases. However, in the platform's live mode, the supplier's profit remains at a high level, while the platform's profit is low and varies little with the anchor's efforts and freshness.