Blockchain Adoption for Live Streaming Platform Supply Chains With Green Innovation and Spillover Effect

The thriving live streaming industry is driving manufacturers to invest in green innovation to meet the rising demand for eco-friendly products and to convey their sustainability efforts effectively. While supply chain models in live streaming have been explored in the literature, only a few studies have examined how the spillover effect from live streaming channels influence the investment decisions of manufacturers and live streaming platforms (LSPs) regarding green innovation and blockchain technology. This study considers four models, namely, no investment, manufacturer-led green innovation, joint manufacturer- LSP investments, and information sharing, to investigate how spillover effect, live streamer's effort, and information asymmetry influence investment decisions. Results show that the manufacturer consistently chooses green innovation. For the LSP, blockchain investment is effective when a positive spillover effect exists and when adoption cost remains low. The LSP is willing to invest in blockchain and share information for products with a low commission to benefit the entire supply chain, but investing in blockchain without sharing information is beneficial for products with a high commission. When a negative spillover effect exists, the LSP avoids investing without sharing information. When a positive spillover effect exists, the manufacturer's investment generally yields greater profit gains for the LSP, while the LSP's investment benefits the manufacturer more. A blockchain cost-sharing contract can also achieve supply chain coordination.