The Development of Livestream Commerce in China

DOI

10.2991/aebmr.k.220404.016How to use a DOI?

Keywords

Livestream commerce; China; marketing

Abstract

Livestream commerce – a business model in which retailers, influencers or celebrities sell products and services via online video streaming - has been surging dramatically in China over the past five years. This paper defines and identifies the key features of livestream commerce and reviews the timeline of its development in China. It also summarizes the merits and potential issues of livestream commerce as a business model, as well as its effects on firms and consumers.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Luanzuowei Zhang
PY  - 2022
DA  - 2022/04/18
TI  - The Development of Livestream Commerce in China
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 85
EP  - 90
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.016
DO  - 10.2991/aebmr.k.220404.016
ID  - Zhang2022
ER  -