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This paper aims to study the interplay between a risk-averse national brand manufacturer's (NBM) selling mode decision and a risk-neutral e-platform's private brand (PB) introduction decision.

A game theory model is used to solve selling mode decision, that is whether transform the selling mode from the wholesale mode to the marketplace mode, and PB introduction decision, that is, whether introduce the PB.

The results show that for the NBM, under certain condition, the NBM's selling mode decision is not affected by the e-platform's PB introduction decision. High revenue-sharing rate is conducive only when the difference in consumer preference between the PB and the national brand (NB) is small. The NBM's risk aversion will improve the applicability of the marketplace mode. For the e-platform, high PB preference of consumers and risk-averse behavior of the NBM is not conducive to PB introduction. For the supply chain, scenarios that the NB monopolizes the market under the wholesale mode and PB introduction under the marketplace mode should be prevented. PB introduction under the wholesale mode will become the only equilibrium with the increase of risk aversion of the NBM. Finally, the authors extend the scenario that consumers prefer the PB and the e-platform is risk-averse enterprise and find that PB introduction under the wholesale mode is detrimental to the NBM but beneficial to the supply chain. The impact of consumers' PB preference on the e-platform's PB introduction is opposite to the basic model. The impact of the e-platform's risk aversion on game equilibrium is opposite to that of the NBM's risk aversion.

This paper is first to study selling mode decision and PB introduction decision when considering enterprises' risk-averse attitude.

As an emerging video comment feature, danmaku is gaining more traction and increasing user interaction, thereby altering user engagement. However, existing research seldom explores how the effectiveness of danmaku on user engagement varies over time. To address this research gap, this study proposes a comprehensive framework drawing on social presence theory and information overload theory. The framework aims to explain how the effectiveness of danmaku in increasing user engagement changes over shorter time intervals.

A research model was proposed and empirically tested using data collected from 1,019 movies via Bilibili.com, one of China’s most popular danmaku video platforms. A time-varying effect model (TVEM) was used to examine the proposed research model.

The study finds that the volume of danmaku and its valence exert a time-varying influence on user engagement. Notably, the study shows that danmaku volume plays a more substantial role in determining user engagement than danmaku valence.

This research offers theoretical insights into the dynamic impact of danmaku on user engagement. The innovative conceptualization and measurement of user engagement advance research on pseudo-synchronous communication engagement. Furthermore, this study offers practical guidelines for effectively managing danmaku comments on online video platforms.