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How to cite this paper
APA: Li, Y., Wang, Y & Wan, B. (2026). Brand outsourcing governance in live e-commerce: The interaction between blockchain inhibition and AI empowerment infiltration. International Journal of Industrial Engineering Computations, 17(3), 1133-1148.
Chicago/Turabian: Li, Y., Wang, Y & Wan, B. 2026. "Brand outsourcing governance in live e-commerce: The interaction between blockchain inhibition and AI empowerment infiltration." International Journal of Industrial Engineering Computations 17, no. 3 (2026): 1133-1148.
AMA: Li, Y., Wang, Y & Wan, B. Brand outsourcing governance in live e-commerce: The interaction between blockchain inhibition and AI empowerment infiltration. International Journal of Industrial Engineering Computations. 2026;17(3):1133-1148.
References
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Chagas, B. T., Jesus, D., & Palma-dos-Reis, A. (2024). Blockchain’s value proposition for online gambling: The operators’ perspective. Technological Forecasting and Social Change, 200, 123130. https://doi.org/10.1016/j.techfore.2023.123130
Chen, Y., Zhang, Y., Fan, H., & Guo, Y. (2026). Can AI streamers drive purchases in food delivery E-commerce live streaming? Evidence from an O2O platform. Journal of Retailing and Consumer Services, 90, 104683. https://doi.org/10.1016/j.jretconser.2025.104683
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Hayat, K., Zhang, Q., Sousa, M. J., Husnain, M., & Shahzad, K. (2025). Blockchain-powered drone deliveries: Embedded governance mechanisms for reducing uncertainty and enhancing consumer behavioral intentions. Technological Forecasting and Social Change, 221, 124357. https://doi.org/10.1016/j.techfore.2025.124357
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Jovanovic, M., Kostić, N., Sebastian, I. M., & Sedej, T. (2022). Managing a blockchain-based platform ecosystem for industry-wide adoption: The case of TradeLens. Technological Forecasting and Social Change, 184, 121981. https://doi.org/10.1016/j.techfore.2022.121981
Köbis, N., Rahwan, Z., Rilla, R., Supriyatno, B. I., Bersch, C., Ajaj, T., Bonnefon, J.-F., & Rahwan, I. (2025). Delegation to artificial intelligence can increase dishonest behaviour. Nature, 646(8083), 126–134. https://doi.org/10.1038/s41586-025-09505-x
Kumar, A., Kumar, S., & Tiwari, S. (2025). Unlocking blockchain technologies potential in supply Chains: A study on cost governance and dynamic capabilities perspective. International Journal of Production Economics, 290, 109774. https://doi.org/10.1016/j.ijpe.2025.109774
Li, Y., Ring, J. K., Jin, D., & Bajaba, S. (2025). Elevating entrepreneurship with generative artificial intelligence. Journal of Innovation & Knowledge, 10(6), 100820. https://doi.org/10.1016/j.jik.2025.100820
Poddar, A., Banerjee, S., & Sridhar, K. (2019). False advertising or slander? Using location based tweets to assess online rating-reliability. Journal of Business Research, 99, 390–397. https://doi.org/10.1016/j.jbusres.2017.08.030
Shi, B., & Chen, X. (2026). An evolution analysis of living streaming governance: Deceptive advertising and non-compliant operation. International Journal of Production Economics, 293, 109916. https://doi.org/10.1016/j.ijpe.2026.109916
Shin, H., Jo, Y., Kim, H., & Xu, J. (Bill). (2026). Exploring service innovation archetypes of generative artificial intelligence in tourism: Integrating the views of tourists and tourism technology entrepreneurs. Tourism Management, 115, 105413. https://doi.org/10.1016/j.tourman.2026.105413
Treiblmaier, H. (2019). Toward More Rigorous Blockchain Research: Recommendations for Writing Blockchain Case Studies. Frontiers in Blockchain, 2. https://doi.org/10.3389/fbloc.2019.00003
Wang, R., & Tai, Y. (2025). How does blockchain mitigate false advertising in live streaming E-commerce? A tripartite stochastic evolutionary game approach. Journal of Retailing and Consumer Services, 85, 104287. https://doi.org/10.1016/j.jretconser.2025.104287
Xiang, S., Shi, C., Zhou, Q., & Geng, W. (2025). When should suppliers introduce a live-stream channel: The role of limited supply capacity. Transportation Research Part E: Logistics and Transportation Review, 199, 104175. https://doi.org/10.1016/j.tre.2025.104175
Xiao, P. (2024). The rise of livestreaming e-commerce in China and challenges for regulation: A critical examination of a landmark case occurring during COVID-19 pandemic. Computer Law & Security Review, 52, 105955. https://doi.org/10.1016/j.clsr.2024.105955
Xu, X., Chen, X., Cheng, T. C. E., Choi, T.-M., & Yang, Y. (2025a). Should blockchain be used to eliminate greenwashing for green and live-streaming platform operations under carbon trading systems? European Journal of Operational Research, 324(3), 1017–1034. https://doi.org/10.1016/j.ejor.2025.02.017
Yu, J., Wang, L., Zhang, W., & Zhou, C. (2025). Winning markets via live-streams: Competitive manufacturers’ channel strategies. Journal of Retailing and Consumer Services, 87, 104391. https://doi.org/10.1016/j.jretconser.2025.104391
Zhang, D., & Yang, J. (2025). Destination live-streaming sales channels: a strategic decision-making model for hotels. International Journal of Contemporary Hospitality Management, 37(8), 2797–2814. https://doi.org/10.1108/IJCHM-11-2024-1695
Zhang, J., Chen, Q., Lu, J., Wang, X., Liu, L., & Feng, Y. (2024). Emotional expression by artificial intelligence chatbots to improve customer satisfaction: Underlying mechanism and boundary conditions. Tourism Management, 100, 104835. https://doi.org/10.1016/j.tourman.2023.104835
Zhang, N., He, Z., & Wu, J. (2026). Manufacturer vs. KOL: a comparative study of decision-making in live streaming e-commerce with consumers’ anticipated regret. Expert Systems with Applications, 295, 128875. https://doi.org/10.1016/j.eswa.2025.128875
Zhang, W., Xie, R., Quan, P., & Ma, Z. (2025). Product return prediction in live streaming e-commerce with cross-modal contrastive transformer. Decision Support Systems, 194, 114470. https://doi.org/10.1016/j.dss.2025.114470
Zhang, Y., Xu, Q., & Zhang, G. (2023). Optimal contracts with moral hazard and adverse selection in a live streaming commerce market. Journal of Retailing and Consumer Services, 74, 103419. https://doi.org/10.1016/j.jretconser.2023.103419
Zhong, Y., Yang, T., Yu, H., Zhong, S., & Xie, W. (2023). Impacts of blockchain technology with government subsidies on a dual-channel supply chain for tracing product information. Transportation Research Part E: Logistics and Transportation Review, 171, 103032. https://doi.org/10.1016/j.tre.2023.103032
Alkudah, N. M., & Almomani, T. O. (2024). The Integration of Artificial Intelligence Techniques in E-Commerce: Enhancing Online Shopping Experience and Personalization. Global Journal of Economic and Business, 14(6), 640–658. https://doi.org/10.31559/GJEB2024.14.6.8
Cai, D., Zhang, G., Lai, K., Guo, C., & Su, B. (2024). Government incentive contract design for carbon reduction innovation considering market value under asymmetric information. Energy Policy, 186, 114009. https://doi.org/10.1016/j.enpol.2024.114009
Chagas, B. T., Jesus, D., & Palma-dos-Reis, A. (2024). Blockchain’s value proposition for online gambling: The operators’ perspective. Technological Forecasting and Social Change, 200, 123130. https://doi.org/10.1016/j.techfore.2023.123130
Chen, Y., Zhang, Y., Fan, H., & Guo, Y. (2026). Can AI streamers drive purchases in food delivery E-commerce live streaming? Evidence from an O2O platform. Journal of Retailing and Consumer Services, 90, 104683. https://doi.org/10.1016/j.jretconser.2025.104683
Chi, L. (2024). Research on the Impact and Application Strategies of AI in Virtual Streamer Based on the Media Industry. Highlights in Business, Economics and Management, 41, 144–149. https://doi.org/10.54097/gfc28x72
De Filippi, P., Mannan, M., & Reijers, W. (2020). Blockchain as a confidence machine: The problem of trust & challenges of governance. Technology in Society, 62, 101284. https://doi.org/10.1016/j.techsoc.2020.101284
Feng, X., Rong, Y., Tian, X., Wang, M., & Yao, Y. (2025). When Persuasion Is Too Persuasive: An Empirical Analysis of Product Returns in Livestream e-Commerce. Production and Operations Management, 34(12), 3978–3997. https://doi.org/10.1177/10591478231224949
Fu, C., Yu, W., Wang, Y., Feng, W., & Chen, J. (2024). Low-carbon strategy analysis in a construction supply chain considering government subsidies and contract design. Journal of Cleaner Production, 470, 143326. https://doi.org/10.1016/j.jclepro.2024.143326
Giganti, P., Borrello, M., Falcone, P. M., & Cembalo, L. (2024). The impact of blockchain technology on enhancing sustainability in the agri-food sector: A scoping review. Journal of Cleaner Production, 456, 142379. https://doi.org/10.1016/j.jclepro.2024.142379
Hayat, K., Zhang, Q., Sousa, M. J., Husnain, M., & Shahzad, K. (2025). Blockchain-powered drone deliveries: Embedded governance mechanisms for reducing uncertainty and enhancing consumer behavioral intentions. Technological Forecasting and Social Change, 221, 124357. https://doi.org/10.1016/j.techfore.2025.124357
Huang, M.-H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459
Jovanovic, M., Kostić, N., Sebastian, I. M., & Sedej, T. (2022). Managing a blockchain-based platform ecosystem for industry-wide adoption: The case of TradeLens. Technological Forecasting and Social Change, 184, 121981. https://doi.org/10.1016/j.techfore.2022.121981
Köbis, N., Rahwan, Z., Rilla, R., Supriyatno, B. I., Bersch, C., Ajaj, T., Bonnefon, J.-F., & Rahwan, I. (2025). Delegation to artificial intelligence can increase dishonest behaviour. Nature, 646(8083), 126–134. https://doi.org/10.1038/s41586-025-09505-x
Kumar, A., Kumar, S., & Tiwari, S. (2025). Unlocking blockchain technologies potential in supply Chains: A study on cost governance and dynamic capabilities perspective. International Journal of Production Economics, 290, 109774. https://doi.org/10.1016/j.ijpe.2025.109774
Li, Y., Ring, J. K., Jin, D., & Bajaba, S. (2025). Elevating entrepreneurship with generative artificial intelligence. Journal of Innovation & Knowledge, 10(6), 100820. https://doi.org/10.1016/j.jik.2025.100820
Poddar, A., Banerjee, S., & Sridhar, K. (2019). False advertising or slander? Using location based tweets to assess online rating-reliability. Journal of Business Research, 99, 390–397. https://doi.org/10.1016/j.jbusres.2017.08.030
Shi, B., & Chen, X. (2026). An evolution analysis of living streaming governance: Deceptive advertising and non-compliant operation. International Journal of Production Economics, 293, 109916. https://doi.org/10.1016/j.ijpe.2026.109916
Shin, H., Jo, Y., Kim, H., & Xu, J. (Bill). (2026). Exploring service innovation archetypes of generative artificial intelligence in tourism: Integrating the views of tourists and tourism technology entrepreneurs. Tourism Management, 115, 105413. https://doi.org/10.1016/j.tourman.2026.105413
Treiblmaier, H. (2019). Toward More Rigorous Blockchain Research: Recommendations for Writing Blockchain Case Studies. Frontiers in Blockchain, 2. https://doi.org/10.3389/fbloc.2019.00003
Wang, R., & Tai, Y. (2025). How does blockchain mitigate false advertising in live streaming E-commerce? A tripartite stochastic evolutionary game approach. Journal of Retailing and Consumer Services, 85, 104287. https://doi.org/10.1016/j.jretconser.2025.104287
Xiang, S., Shi, C., Zhou, Q., & Geng, W. (2025). When should suppliers introduce a live-stream channel: The role of limited supply capacity. Transportation Research Part E: Logistics and Transportation Review, 199, 104175. https://doi.org/10.1016/j.tre.2025.104175
Xiao, P. (2024). The rise of livestreaming e-commerce in China and challenges for regulation: A critical examination of a landmark case occurring during COVID-19 pandemic. Computer Law & Security Review, 52, 105955. https://doi.org/10.1016/j.clsr.2024.105955
Xu, X., Chen, X., Cheng, T. C. E., Choi, T.-M., & Yang, Y. (2025a). Should blockchain be used to eliminate greenwashing for green and live-streaming platform operations under carbon trading systems? European Journal of Operational Research, 324(3), 1017–1034. https://doi.org/10.1016/j.ejor.2025.02.017
Yu, J., Wang, L., Zhang, W., & Zhou, C. (2025). Winning markets via live-streams: Competitive manufacturers’ channel strategies. Journal of Retailing and Consumer Services, 87, 104391. https://doi.org/10.1016/j.jretconser.2025.104391
Zhang, D., & Yang, J. (2025). Destination live-streaming sales channels: a strategic decision-making model for hotels. International Journal of Contemporary Hospitality Management, 37(8), 2797–2814. https://doi.org/10.1108/IJCHM-11-2024-1695
Zhang, J., Chen, Q., Lu, J., Wang, X., Liu, L., & Feng, Y. (2024). Emotional expression by artificial intelligence chatbots to improve customer satisfaction: Underlying mechanism and boundary conditions. Tourism Management, 100, 104835. https://doi.org/10.1016/j.tourman.2023.104835
Zhang, N., He, Z., & Wu, J. (2026). Manufacturer vs. KOL: a comparative study of decision-making in live streaming e-commerce with consumers’ anticipated regret. Expert Systems with Applications, 295, 128875. https://doi.org/10.1016/j.eswa.2025.128875
Zhang, W., Xie, R., Quan, P., & Ma, Z. (2025). Product return prediction in live streaming e-commerce with cross-modal contrastive transformer. Decision Support Systems, 194, 114470. https://doi.org/10.1016/j.dss.2025.114470
Zhang, Y., Xu, Q., & Zhang, G. (2023). Optimal contracts with moral hazard and adverse selection in a live streaming commerce market. Journal of Retailing and Consumer Services, 74, 103419. https://doi.org/10.1016/j.jretconser.2023.103419
Zhong, Y., Yang, T., Yu, H., Zhong, S., & Xie, W. (2023). Impacts of blockchain technology with government subsidies on a dual-channel supply chain for tracing product information. Transportation Research Part E: Logistics and Transportation Review, 171, 103032. https://doi.org/10.1016/j.tre.2023.103032