International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 9 (September 2025), Pages: 49-60

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 Original Research Paper

Decisions and coordination in the live streaming e-commerce supply chain of agricultural products considering poverty alleviation preferences

 Author(s): 

 Lijun Shi 1, Hailong Cheng 2, *

 Affiliation(s):

  1Research Management Center, Management and Science University, Shah Alam, Malaysia
  2School of Management, Guangzhou City University of Technology, Guangzhou, China

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-0310-4230

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.09.005

 Abstract

Due to the need to maintain the freshness of agricultural products, farmers must use cold chain logistics, which increases the cost of preservation. Live streaming e-commerce (LSEC) platforms may offer poverty alleviation support and share part of these costs. This study examines an agricultural product supply chain that includes a farmer and an LSEC platform. Using the Stackelberg game approach, four decision-making models are developed to analyze the strategic choices and optimal profits of the supply chain participants. Since the decentralized model without poverty alleviation support cannot reach an equilibrium solution, the study proposes a cost-revenue sharing coordination contract that includes poverty alleviation preferences. The results indicate that poverty alleviation preferences improve the profits of the farmer and the overall supply chain, although they reduce the profit of the LSEC platform. The profit outcomes for each participant depend on factors such as the sales price, the level of freshness-keeping effort, and the cost of that effort. Through contract coordination, the supply chain can achieve full efficiency. This study offers insights for promoting cooperation among participants in the agricultural product LSEC supply chain.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Freshness keeping, Cold chain, Poverty alleviation, Supply chain, Live streaming

 Article history

 Received 28 March 2025, Received in revised form 26 July 2025, Accepted 6 August 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Shi L and Cheng H (2025). Decisions and coordination in the live streaming e-commerce supply chain of agricultural products considering poverty alleviation preferences. International Journal of Advanced and Applied Sciences, 12(9): 49-60

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 Figures

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