How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China

DOI

10.2991/assehr.k.211020.212How to use a DOI?

Keywords

Live streaming, Marketing Strategies, E-commerce, Purchasing Intention

Abstract

Nowadays, the lives-streaming function pervades people’s life gradually. This paper mainly discusses how live-streaming could take advantage of its specialities on e-commerce platforms. Based on research and the interviews analysis, this study shows how the marketers utilize this function as a marketing strategy to stimulate consumers’ purchasing intention in three different aspects: the concept of ecommerce + live-streaming, pushed live-streaming option to target consumers, and the emotional connection between streamers and consumers.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jinyue Zhu
PY  - 2021
DA  - 2021/10/21
TI  - How Live-streaming Has Been Utilized to Function on the Market of E-commerce in Recent China
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 533
EP  - 536
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.212
DO  - 10.2991/assehr.k.211020.212
ID  - Zhu2021
ER  -