Joint Optimization Decision of Online Retailers’ Pricing and Live-Streaming Effort in the Postepidemic Era

Table 1

Notations and definitions.

Notation	Definition
	Price of the product (decision variable)
	LS effort (decision variable)
	Cost of the product
,	Potential market demand for online shop and LS room (the subscript in means LS room)
,	Price sensitivity of customers buying in the online shop and in the LS room
	Price discount coefficient in the LS room
	Effect coefficient of LS effort
	Proportion of customers who choose to buy in the online shop after providing LS service
	The extra return rate of buying in the online shop
	Average return loss shared by products sold in the online shop
	Unit cost of LS effort
,	Potential market demand for online shop and LS room after providing LS service (the subscript in means online shop)
	Total demand before and after providing LS service
	Total profit before and after providing LS service