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Munich Personal RePEc Archive

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

Lu, Yang and Siegfried, Patrick (2021): E-commerce Live streaming – An Emerging Industry in China and A Potential Future Trend in the World. Published in: ACC JOURNAL 2021 , Vol. 27, No. 2 (31 December 2021): pp. 1-17.

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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.

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