JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2026, Vol. 61 ›› Issue (8): 1-15.doi: 10.6040/j.issn.1671-9352.0.2024.329

   

Adoption strategy of return shipping insurance in live streaming supply chains

WANG Yuyan1, LIANG Shumin2, DING Luping1, WANG Xinya1   

  1. 1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, Shandong, China;
    2. School of Business, Shandong Normal University, Jinan 250358, Shandong, China
  • Published:2026-08-12

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Abstract: This paper focuses on the issue of product returns in live-streaming e-commerce supply chains, exploring the effectiveness of return shipping insurance strategies under different live-streaming models and the optimal decisions for brand owners in addressing consumer returns. By constructing four game theory models involving brand owner influencer streamers, and online retailers, the study systematically analyzes the adoption of return shipping insurance strategies and pricing strategies across various live-streaming operational modes, while also proposing optimal live-streaming mode choices for brand owners. The research shows that return shipping insurance can significantly reduce return handling costs for brand owners in high return rate scenarios, though its effectiveness is constrained by the level of shipping subsidies and related costs. Influencer live-streaming, supported by return shipping insurance, demonstrates a clear advantage; however, in cases of high return handling costs, brand-owned live-streaming, particularly when combined with technologies such as AI streamers, offers more pronounced benefits. The conclusions of this study provide important theoretical foundations and practical guidance for brand owners in managing product returns in live-streaming e-commerce.

Key words: live-streaming supply chain, return shipping insurance, AI live-streaming, pricing strategy, Stackelberg game

CLC Number: 

  • F224
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