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E-commerce Live streaming – An Emerging Industry in China and A Potential Future Trend in the World

Author

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  • Lu, Yang
  • Siegfried, Patrick

Abstract

With the widespread use of the Internet, many industries have developed rapidly. The economy based on the Internet poses a significant threat to the traditional economy. Live streaming plus e-commerce, which is acknowledged as the current global economic status, is the result of combing live streaming and various industries through the Internet. E-commerce live streaming is one of the most essential types of online live streaming. In this article, it is defined as the live streaming of the e-commerce platform used by Key Opinion Leaders or product sellers through the built-in live streaming function of the platform to propagate goods, brands, events, etc. to achieve goals of brand exposure and product sales. Compared with the traditional economic model, the combined model of e-commerce and live streaming has its advantages and characteristics. This kind of marketing tool is now prevalent. However, there are many deficiencies in e-commerce live streaming that need to be improved since the development of e-commerce is immature and supervision of Internet use is ongoing.

Suggested Citation

  • Lu, Yang & Siegfried, Patrick, 2021. "E-commerce Live streaming – An Emerging Industry in China and A Potential Future Trend in the World," MPRA Paper 111393, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:111393
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    Citations

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    Cited by:

    1. Hongpeng Guo & Xiangnan Sun & Chulin Pan & Shuang Xu & Nan Yan, 2022. "The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    2. Fodouop Kouam Arthur William, 2022. "Effects of Covid-19 on international trade and cross-border e-commerce live streaming: Evidence from China," International Journal of Science and Business, IJSAB International, vol. 16(1), pages 133-141.

    More about this item

    Keywords

    Consumer behavior; Digital and social media; E-commerce live streaming; New media marketing;
    All these keywords.

    JEL classification:

    • F1 - International Economics - - Trade
    • L8 - Industrial Organization - - Industry Studies: Services
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    NEP fields

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