Research on Dual-Channel Supply Chain Decision-Making with VAM Under Live Streaming Scenario

With the rapid development of internet technology, live-streaming sales have emerged as a new form of online shopping and gradually become an important channel for consumer purchases. This paper investigates the decision-making problem in a dual-channel supply chain under the live-streaming sales model, focusing on the optimal decisions and profit distribution between the retailer and live-streamer when a Valuation Adjustment Mechanism (VAM) is in place. We construct a dual-channel supply chain model consisting of a retailer and a live-streamer, then analyze the decision-making and profits under three scenarios: centralized decision-making, decentralized decision-making without VAM, and decentralized decision-making with VAM. The results show that the proper use of a VAM can increase the profits of all supply chain participants; furthermore, different sales target-setting methods should be adopted for products with different price levels. The sales target serves as the core of the incentive mechanism and directly influences the streamer’s effort and pricing strategies. When formulating sales strategies, retailers and live-streamers should comprehensively consider the decision-making structure, the incentives and risks associated with using a VAM, and the coordinated development of multiple channels to maximize overall supply chain profits.