E-Commerce Platform, Live Streaming or Combinations? Dynamic Decision Analysis of Fresh Agricultural Supply Chain

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’s 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’ 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’s marginal profit, while the preservation technology level is jointly determined by supplier’s marginal profit and retailers’ inspection costs. Finally, combinations of these modes are also investigated.