<p>The escalating prevalence of quality issues in live streaming e-commerce has become a critical obstacle to industry sustainability, attracting significant public attention. This study explores how to design quality incentive strategies to improve supply chain members’ product and service quality levels from the perspective of live streaming mitigating consumers’ mismatch risks. In light of this, we analyze a live streaming e-commerce supply chain comprising a manufacturer, a retailer, and a streamer. The impact of factors such as product-consumer preference matching probability, signal accuracy, and streamer influence on consumer perceived value is considered. The consumer utility model and profit functions for supply chain members are constructed under two quality incentive strategies (ex-ante and ex-post) and three live streaming modes (no live-streaming, merchant live-streaming, and celebrity live-streaming), respectively. Furthermore, the Stackelberg game is employed to optimize solutions. Numerical simulation and comparative analysis are conducted to explore how prior matching probability and signal accuracy affect optimal quality strategies, profits, and mode choices of members. The findings show that the ex-ante quality cost-sharing strategy more effectively incentivizes the manufacturer to improve product quality in the merchant live-streaming mode. In contrast, the revenue-sharing strategy yields better outcomes in other live-streaming modes. Additionally, the celebrity live-streaming mode is not always the optimal choice for retailers. When prior matching probability and signal accuracy exceed certain threshold levels, selecting the merchant live-streaming mode is more advantageous for retailers to maximize profits.</p>