ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

Live Streaming E-commerce in China: The boom of a new digital marketing mode

Wang, Wendi
(2023)

Files

Wang_00662100_2023.pdf
  • Closed access
  • Adobe PDF
  • 2.7 MB

Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
With the rapid development of technology and the increase in internet usage, digital platforms gradually penetrate people's daily life, people are becoming more and more accustomed to using electronic platforms/apps to meet their shopping needs. Then, a new e-commerce mode has been emerged and flourished in the Chinese market, which is Live Streaming E-commerce. The concept of Live Streaming Ecommerce originated in China, where the first live shopping platforms started emerging around 2016. This paper is desired to analyze how the new digital marketing mode—Live Streaming E-commerce is being developed in China, to explore the research question of what is Live Streaming E-commerce and what are the factors that influence the success of Live Streaming E-commerce in China. To answer the research question and achieve the research objectives, a literature review and exploratory and qualitative research were launched by analyzing the current development status of Live Streaming Ecommerce in China, and the case studies on the top players in the Live Streaming Ecommerce industry in China. The research concludes that Live Streaming E-commerce is an emerging marketing mode with characteristics of high interaction, entertainment, purchase conversion rate, and high bargaining power. For the success factors that explain its boom in China are composed of macro and micro factors, the former is explained by the PEST model, and the latter is focusing on the role of anchors, product diversity, and shopping experience. The recommendation was also given on the basis of the new trends of Live Streaming E-commerce.