Live Streaming Commerce: A Review and Prospects

DOI

10.2991/assehr.k.211209.414How to use a DOI?

Keywords

e-commerce; live streaming commerce; network celebrity

Abstract

2016 has been called “the first year of live streaming” in China, and since then the live streaming industry has seen a blowout growth. The mode of “webcast + e-commerce” is a breakthrough to the traditional e-commerce model, and it is also an important monetization path for webcast. Live streaming commerce is all the rage in China, and an epidemic has pushed it even further. Theoretical circles are paying more and more attention to the emerging marketing model of live streaming. This study systematically sorts out the frontier research related to live streaming commerce, and carries out a comprehensive discussion on the definition, characteristics, types, mechanism of action and influence of live streaming commerce, and puts forward the practical enlightenment and future research direction. This research provides a meaningful guide for e-commerce companies to rationally use live marketing to improve consumer experience and purchase intentions.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

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

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TY  - CONF
AU  - Yaoyuan Fu
PY  - 2021
DA  - 2021/12/15
TI  - Live Streaming Commerce: A Review and Prospects
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2546
EP  - 2552
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.414
DO  - 10.2991/assehr.k.211209.414
ID  - Fu2021
ER  -