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The Live Streaming Shopping: A New Industrial Ecology in China

Published: 01 March 2022 Publication History

Abstract

Over the past decade, shopping online has become increasingly mainstream with the introduction of accessible e-commerce websites and mobile applications. In the meantime, the proliferation of social media and live streaming platforms has supported internet celebrities or key opinion leaders (KOLs) directing their followers to quality products. These two trends are intertwined to produce a new industrial ecology: the live streaming shopping. In this paper, we show that live streaming shopping integrates pleasant social interaction, new product discovery, exceptional promotions, professional reviews, and entertainment, which creates an immense influence on consumer shopping behavior. By investigating the fundamental changes that LSS keeps bringing to the industry’s supply chain, we identified some critical issues of LSS’s future. It sheds some light on a more optimized supply LSS ecology in the near future.

References

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Y. Chen and F. Xiong. 2019. The Business Model of Live Streaming Entertainment Services in China and Associated Challenges for Key Stakeholders. IEEE Access PP, 99 (2019), 1–1.
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Fangfang Hou, Zhengzhi Guan, Boying Li, and Alain Chong. 2019. Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China. Internet Research ahead-of-print (07 2019). https://doi.org/10.1108/INTR-04-2018-0177
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ikanchai.com. 2019. What are the pain points of clothing enterprises in 2019? It’s not sales, it’s not gross profit, it’s inventory!https://new.qq.com/omn/20190111/20190111A0LG9N.html, Accessed January 11, 2019.
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QuestMobile Research Institute. 2019. Short Vedio Half-year Report in 2019 by QuestMobile. http://www.questmobile.com.cn/research/report-new/58, Accessed August 6, 2019.
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Olga Kharif and Matthew Townsend. 2020. Livestreams Are the Future of Shopping in America. https://www.bloomberg.com/news/features/2020-09-14/what-is-livestream-shopping-it-s-the-future-of-u-s-e-commerce, Accessed September 14, 2020.
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Lin Li. 2020. 2020 Guanzhou Live Streaming Shopping Year Opening Ceremony. http://gd.ifeng.com/a/20200330/14082302_0.shtml, Accessed March 30, 2020.
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Yang Li. 2020. National Bureau of Statistics: National online retail sales in 2019 Has Reached 10632.4 Billion Yuan. http://www.ebrun.com/20200117/370365.shtml, Accessed January 17, 2020.
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Hyun Park and Li Lin. 2020. The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services 52 (01 2020), 101934. https://doi.org/10.1016/j.jretconser.2019.101934
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Xinwei Wang and Dezhi Wu. 2019. Understanding User Engagement Mechanisms on a Live Streaming Platform. In HCI in Business, Government and Organizations. Information Systems and Analytics, Fiona Fui-Hoon Nah and Keng Siau (Eds.). Springer International Publishing, Cham, 266–275.
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Apiradee Wongkitrungrueng and Nuttapol Assarut. 2020. The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research 117, C (2020), 543–556. https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:543-556
[12]
Yisi Yang. 2020. Influences on Livestreaming Usage in China: Contents, Motivations, and Engagements. In Culture and Computing, Matthias Rauterberg (Ed.). Springer International Publishing, Cham, 133–142.

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          cover image ACM Other conferences
          ICCSE '21: 5th International Conference on Crowd Science and Engineering
          October 2021
          182 pages
          ISBN:9781450395540
          DOI:10.1145/3503181
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          Published: 01 March 2022

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          1. industrial ecology
          2. live streaming shopping
          3. online retailing

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