Strategy selection of logistics services and live-streaming formats in the fresh agri-food supply chain

Chun-Yi Liu; Jie-Lin Hu; Li Liu; Chun-Yi Liu; Jie-Lin Hu; Li Liu

doi:10.3934/jimo.2026113

Journal of Industrial and Management Optimization

2026, Volume 22, Issue 6: 3088-3122. doi: 10.3934/jimo.2026113

Previous Article Next Article

Research article

Strategy selection of logistics services and live-streaming formats in the fresh agri-food supply chain

1.
School of Economics and Management, Yanshan University, Qinhuangdao, 066004, Hebei, China
2.
School of Maritime Economics and Management, Dalian Maritime University, Dalian, 116026, Liaoning, China

Received: 22 March 2026 Revised: 15 May 2026 Accepted: 21 May 2026 Published: 29 May 2026
9110, 91A05

Live-streaming can boost agricultural sales and increase farmers' income, yet the perishability of fresh produce generates high logistics costs and spoilage compensation expenses. Responsibility for these costs varies across different live-streaming formats. This paper develops a game-theoretic framework under three scenarios—supplier self-broadcasting (S), key opinion leader(KOL)-assisted agency sales (KA), and KOL-resale (KR)—to examine optimal logistics and live-streaming strategies in fresh agri-food supply chains. The results reveal that (1) the allocation of rights and responsibilities across live-streaming formats critically shapes supply chain members' optimal responses and profit outcomes. Member behaviors largely align in Scenarios S and KR but diverge in Scenario KA; (2) although higher KOL traffic expands market demand, it does not necessarily improve profitability for supply chain members, particularly under the KA model; and (3) the KR model achieves a win–win–win outcome when both the initial spoilage rate and compensation price are high and KOL traffic is at a moderate level. In other cases, while 3PLs and suppliers maintain aligned incentives, KOL preferences differ.
- fresh agri-food supply chain,
- live-streaming,
- logistics services,
- strategies selection
Citation: Chun-Yi Liu, Jie-Lin Hu, Li Liu. Strategy selection of logistics services and live-streaming formats in the fresh agri-food supply chain[J]. Journal of Industrial and Management Optimization, 2026, 22(6): 3088-3122. doi: 10.3934/jimo.2026113

Related Papers:

Abstract

Live-streaming can boost agricultural sales and increase farmers' income, yet the perishability of fresh produce generates high logistics costs and spoilage compensation expenses. Responsibility for these costs varies across different live-streaming formats. This paper develops a game-theoretic framework under three scenarios—supplier self-broadcasting (S), key opinion leader(KOL)-assisted agency sales (KA), and KOL-resale (KR)—to examine optimal logistics and live-streaming strategies in fresh agri-food supply chains. The results reveal that (1) the allocation of rights and responsibilities across live-streaming formats critically shapes supply chain members' optimal responses and profit outcomes. Member behaviors largely align in Scenarios S and KR but diverge in Scenario KA; (2) although higher KOL traffic expands market demand, it does not necessarily improve profitability for supply chain members, particularly under the KA model; and (3) the KR model achieves a win–win–win outcome when both the initial spoilage rate and compensation price are high and KOL traffic is at a moderate level. In other cases, while 3PLs and suppliers maintain aligned incentives, KOL preferences differ.

References

[1]	T. Wang, Commission incentives and power structures in live-stream: Exploring dynamic commission rate and wholesale price, J. Ind. Manag. Optim., 21 (2025), 4474–4502. https://doi.org/10.3934/jimo.2025061 doi: 10.3934/jimo.2025061
[2]	China International Electronic Commerce Center Research Institute, Live-streaming e-commerce high-quality development report 2024, Technical report, China International Electronic Commerce Center Research Institute, 2024. Accessed from: https://pdf.dfcfw.com/pdf/H3_AP202505161673960062_1.pdf?1771032444000.pdf.
[3]	Precedence Research, Livestream e-commerce market size, share and trends 2025 to 2034, Precedence Research, 2025. Available from: https://www.precedenceresearch.com/livestream-e-commerce-market.
[4]	FMI, FMI's power of produce 2025: Social media and e-commerce boost produce consumption, FMI-The Food Industry Association, 2025. Available from: https://www.fmi.org/newsroom/news-archive/view/2025/03/07/fmi-s-power-of-produce-2025–social-media-and-ecommerce-boost-produce-consumption.
[5]	Douyin, Douyin e-commerce development data report 2025, Douyin, 2026. Available from: https://www.cnii.com.cn/rmydb/202602/t20260206_712153.html.
[6]	L. Bandoim, Why consumers still worry about fresh food delivery, 2019. Available from: https://www.forbes.com/sites/lanabandoim/2019/07/25/why-consumers-still-worry-about-fresh-food-delivery/.
[7]	The Cooperative Logistics Network, The challenges of shipping fresh produce, The Cooperative Logistics Network, 2022. Available from: https://www.thecooperativelogisticsnetwork.com/blog/2022/03/10/the-challenges-of-shipping-fresh-produce/.
[8]	iResearch Consulting Group, 2023 china fresh food ingredient supply chain industry insight, 2023. Available from: https://www.sdongpo.com/xueyuan/c-37615.html.
[9]	B. Yan, Y. Liu, J. Fan, Two-echelon fresh product supply chain with different transportation modes, Ann. Oper. Res., 349 (2025), 1379–1402. https://doi.org/10.1007/s10479-022-05092-6 doi: 10.1007/s10479-022-05092-6
[10]	R. Zhang, Z. Huang, B. Liu, J. Wang, Freshness-keeping efforts and value-added service choice in fresh food supply chain, Int. J. Prod. Res., 190 (2024), 110063. https://doi.org/10.2139/ssrn.4494079 doi: 10.2139/ssrn.4494079
[11]	S. Zhao, W. Li, Blockchain-based traceability system adoption decision in the dual-channel perishable goods market under different pricing policies, Int. J. Prod. Res., 61 (2023), 4548–4574. https://doi.org/10.1080/00207543.2023.2168309 doi: 10.1080/00207543.2023.2168309
[12]	P. Guo, G. Feng, K. Wang, X. Zhou, Q. Liu, Analysis of blockchain technology implementing and financing provision strategies in contract farming supply chains, Transp. Res. Part E Logist. Transp. Rev., 203 (2025), 104385. https://doi.org/10.1016/j.tre.2025.104385 doi: 10.1016/j.tre.2025.104385
[13]	F. Pilati, M. Giacomelli, M. Brunelli, Environmentally sustainable inventory control for perishable products: A bi-objective reorder-level policy, Int. J. Prod. Econ., 274 (2024), 109309. https://doi.org/10.1016/j.ijpe.2024.109309 doi: 10.1016/j.ijpe.2024.109309
[14]	Y. Liu, B. Yan, J. Fan, Inventory strategy of fresh products for omni-channel supply chains, J. Oper. Res. Soc., 75 (2024), 673–688. https://doi.org/10.1080/01605682.2023.2198561 doi: 10.1080/01605682.2023.2198561
[15]	G. Wu, W. Yang, X. Hou, Y. Tian, Agri-food supply chain under live streaming and government subsidies: Strategy selection of subsidy recipients and sales agreements, Comput. Ind. Eng., 185 (2023), 109647. https://doi.org/10.1016/j.cie.2023.109647 doi: 10.1016/j.cie.2023.109647
[16]	Y. Yu, T. Xiao, Pricing and cold chain service level decisions in a fresh agri-products supply chain with logistics outsourcing, Comput. Ind. Eng., 111 (2017), 56–66. https://doi.org/10.1016/j.cie.2017.07.001 doi: 10.1016/j.cie.2017.07.001
[17]	X. Zhang, H. Chen, Z. Liu, Operation strategy in an e-commerce platform supply chain: Whether and how to introduce live streaming services? Int. Trans. Oper. Res., 31 (2024), 1093–1121. https://doi.org/10.1111/itor.13186 doi: 10.1111/itor.13186
[18]	W. Zhang, L. Yu, Z. Wang, Live-streaming selling modes on a retail platform, Transp. Res. Part E Logist. Transp. Rev., 173 (2023), 103096. https://doi.org/10.1016/j.tre.2023.103096 doi: 10.1016/j.tre.2023.103096
[19]	Y. Li, B. Li, M. Wang, Y. Liu, Optimal sales strategies for an omni-channel manufacturer in livestreaming demonstration trends, Transp. Res. Part E Logist. Transp. Rev., 180 (2023), 103222. https://doi.org/10.1016/j.tre.2023.103222 doi: 10.1016/j.tre.2023.103222
[20]	H. Gong, M. Zhao, J. Ren, Z. Hao, Live streaming strategy under multi-channel sales of the online retailer, Electron. Commer. Res. Appl., 55 (2022), 101184. https://doi.org/10.1016/j.elerap.2022.101184 doi: 10.1016/j.elerap.2022.101184
[21]	R. Pan, J. Feng, Z. Zhao, Fly with the wings of live-stream selling—channel strategies with/without switching demand, Prod. Oper. Manag., 31 (2022), 3387–3399. https://doi.org/10.2139/ssrn.3774796 doi: 10.2139/ssrn.3774796
[22]	Z. Du, Z. Fan, F. Sun, Y. Liu, Open the live streaming sales channel or not? analysis of strategic decision for a manufacturer, Ann. Oper. Res., 359 (2026), 1745–1769. https://doi.org/10.1007/s10479-023-05383-6 doi: 10.1007/s10479-023-05383-6
[23]	Q. Li, S. Zhu, T. Choi, B. Shen, Maintaining e-commerce supply chain viability: Addressing supply risks with a strategic live-streaming channel, Omega, 133 (2025), 103276. https://doi.org/10.1016/j.omega.2025.103276 doi: 10.1016/j.omega.2025.103276
[24]	H. Zhang, S. Feng, M. Li, Contracting in live streaming e-commerce retailing under dual information asymmetry: the role of competition, Int. Trans. Oper. Res., 2025, Article in Press. https://doi.org/10.1111/itor.70040
[25]	L. Huang, B. Liu, R. Zhang, Channel strategies for competing retailers: Whether and when to introduce live stream? Eur. J. Oper. Res., 312 (2024), 413–426. https://doi.org/10.1016/j.ejor.2023.06.017 doi: 10.1016/j.ejor.2023.06.017
[26]	Y. Lu, Y. Duan, Strategic live streaming choices for vertically differentiated products, J. Retail. Consum. Serv., 76 (2024), 103582. https://doi.org/10.1016/j.jretconser.2023.103582 doi: 10.1016/j.jretconser.2023.103582
[27]	Y. Zhang, Q. Xu, G. Zhang, Optimal contracts with moral hazard and adverse selection in a live streaming commerce market, J. Retail. Consum. Serv., 74 (2023), 103419. https://doi.org/10.1016/j.jretconser.2023.103419 doi: 10.1016/j.jretconser.2023.103419
[28]	S. Liu, G. Hua, T. Cheng, T. Choi, Optimal pricing and quality decisions in supply chains with consumers' anticipated regret and online celebrity retailers, IEEE Trans. Eng. Manag., 71 (2022), 1115–1129. https://doi.org/10.1109/tem.2022.3144482 doi: 10.1109/tem.2022.3144482
[29]	P. Xie, R. Shi, D. Xu, Retailer service strategy on livestreaming platforms considering free riding behavior, Ann. Oper. Res., 344 (2025), 647–677. https://doi.org/10.1007/s10479-023-05201-z doi: 10.1007/s10479-023-05201-z
[30]	Q. Liu, B. Shen, Q. Li, D. Yang, K. Govindan, Impacts of misleading product information in livestream e-commerce supply chains, Int. J. Prod. Res., 2025, 1–20. https://doi.org/10.1080/00207543.2025.2490827
[31]	S. Wang, J. Wang, The live-streaming e-commerce mode selection under competition: self-run or third-party? Electron. Commer. Res., 25 (2025), 3261–3282. https://doi.org/10.1007/s10660-023-09789-z doi: 10.1007/s10660-023-09789-z
[32]	X. Xu, Y. Yang, J. Zhang, T. Cheng, Live streaming platform operations and coordination under the cap-and-trade regulation: Platform-enabled mode versus platform-agency mode, Int. J. Prod. Econ., 260 (2023), 108859. https://doi.org/10.1016/j.ijpe.2023.108859 doi: 10.1016/j.ijpe.2023.108859
[33]	Y. Chen, Y. Wang, J. Zheng, Y. Song, Y. Wen, Self-reliance vs. dependence: Optimal live streaming strategies selection for e-retailers at different developmental stages, J. Retail. Consum. Serv., 84 (2025), 104225. https://doi.org/10.1016/j.jretconser.2025.104225 doi: 10.1016/j.jretconser.2025.104225
[34]	G. Ji, T. Fu, S. Li, Optimal selling format considering price discount strategy in live-streaming commerce, Eur. J. Oper. Res., 309 (2023), 529–544. https://doi.org/10.1016/j.ejor.2023.01.034 doi: 10.1016/j.ejor.2023.01.034
[35]	C. Hao, L. Yang, Resale or agency sale? equilibrium analysis on the role of live streaming selling, Eur. J. Oper. Res., 307 (2023), 1117–1134. https://doi.org/10.1016/j.ejor.2022.09.021 doi: 10.1016/j.ejor.2022.09.021
[36]	L. Yang, C. Zheng, C. Hao, Optimal platform sales mode in live streaming commerce supply chains, Electron. Commer. Res., 24 (2024), 1017–1070. https://doi.org/10.1007/s10660-022-09587-z doi: 10.1007/s10660-022-09587-z
[37]	X. Gu, X. Zhang, P. Kannan, Influencer mix strategies in livestream commerce: Impact on product sales, J. Mark., 88 (2024), 64–83. https://doi.org/10.1177/00222429231213581 doi: 10.1177/00222429231213581
[38]	K. Wei, W. Xi, CEO vs. celebrity: The effect of streamer types on consumer engagement in brands' self-built live-streaming, J. Res. Interact. Mark., 18 (2024), 631–647. https://doi.org/10.1108/jrim-02-2023-0045 doi: 10.1108/jrim-02-2023-0045
[39]	H. M. Pittman, Perishable agricultural commodities act: An overview, National Agricultural Law Center, 2012. Available from: https://nationalaglawcenter.org/overview/paca/.
[40]	S. Xiang, C. Shi, Q. Zhou, W. Geng, When should suppliers introduce a live-stream channel: The role of limited supply capacity, Transp. Res. Part E Logist. Transp. Rev., 199 (2025), 104175. https://doi.org/10.1016/j.tre.2025.104175 doi: 10.1016/j.tre.2025.104175
[41]	B. B. Cao, C. Y. Liu, T. H. You, Y. Zheng, Retailer's channel policy and two-part tariff contract in green supply chain: An optimization analysis considering channel purchasing cost, J. Ind. Manag. Optim., 19 (2023), 5869–5901. https://doi.org/10.3934/jimo.2022198 doi: 10.3934/jimo.2022198
[42]	L. Chen, T. Dong, G. Nan, Q. Xiao, M. Xu, J. Ming, Impact of the introduction of marketplace channel on e-tailer's logistics service strategy, Manag. Decis. Econ., 44 (2023), 2835–2855. https://doi.org/10.1002/mde.3850 doi: 10.1002/mde.3850
[43]	C. Liu, F. Oliveira, T. You, The impact of platform audits on the manipulation of online reviews, Int. J. Prod. Econ., 275 (2024), 109323. https://doi.org/10.1016/j.ijpe.2024.109323 doi: 10.1016/j.ijpe.2024.109323
[44]	J. Ye, B. Gu, Y. Fu, Pricing and cold chain logistics service decisions of fresh agriculture products supply chain under different trade modes, Chin. J. Manag. Sci., 31 (2023), 95–107. https://doi.org/10.16381/j.cnki.issn1003-207x.2020.0751 doi: 10.16381/j.cnki.issn1003-207x.2020.0751
[45]	Qichacha Data Research Center, Research Report on China Live-Streaming E-commerce Industry, Qichacha, 2020.
[46]	Y. Li, Y. Ning, W. Fan, A. Kumar, F. Ye, Channel choice in live streaming commerce, Prod. Oper. Manag., 33 (2024), 2221–2240. https://doi.org/10.2139/ssrn.4347667 doi: 10.2139/ssrn.4347667
[47]	Q. Chen, X. Yan, Y. Bian, X. Han, Live streaming channel and product assortment with both national and store brand products, Omega, 131 (2025), 103212. https://doi.org/10.1016/j.omega.2024.103212 doi: 10.1016/j.omega.2024.103212

jimo-22-06-113-s001.pdf

Reader Comments

Your name:*

Email:*
© 2026 the Author(s), licensee AIMS Press. This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0)