What Is Causing The Exponential Growth of Live Streaming Commerce on Digital Platforms for People in China Today?
Keywords:
E-commerce, Live Streaming, Digital Platforms, ChinaAbstract
Live Streaming e-commerce, also known as live commerce, is a combination of live stream broadcast and e-commerce that was first initially launched as a format of Taobao live by Alibaba in 2016 (Arora et al., 2021). It allows consumer interaction with the seller by using chat functions and reaction buttons and helps viewers seamlessly buy or save featured products directly from the platform (Arora et al., 2021). The live-streaming business also provides a second opportunity for people who operate failing businesses offline. This paper aims to discover the causes of the exponential growth of live-streaming commerce on digital platforms and suggests that these causes include the COVID-19 pandemic, "hunger marketing" strategy, live stream setup and logistics, Key Opinion Leaders, and celebrity involvement.
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