As e-commerce continues to mature,the advantages of live streaming within the industry have become increasingly apparent,offering significant growth opportunities.Social e-commerce platforms,which are user-centered,in...As e-commerce continues to mature,the advantages of live streaming within the industry have become increasingly apparent,offering significant growth opportunities.Social e-commerce platforms,which are user-centered,integrate social networks with e-commerce by leveraging social interactions to drive product sales and enhance the overall consumer shopping experience.This type of e-commerce fosters engagement and promotes products by merging online communities with shopping behavior,creating a more interactive and dynamic marketplace.It not only retains the traditional e-commerce trading and marketing functions but also adds a social dimension,making live stream anchors crucial figures connecting consumers with products.These anchors can attract consumers with their appearance and charm,and use their expertise on live streaming platforms to guide consumers by recommending live content.They can also interact with their audiences and potentially influence them to purchase the recommended goods.It is evident that the attributes of anchors in live streaming rooms significantly impact consumers’online behavior.Therefore,researching how platform contextual factors regulate consumers’online behavior is of great practical significance.This study employs multilevel regression analysis to support its hypotheses using data.The findings indicate that contextual factors of the platform significantly influence online behavior,enhancing the positive relationship between user attachment and online activities.展开更多
With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between busine...With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.展开更多
文摘As e-commerce continues to mature,the advantages of live streaming within the industry have become increasingly apparent,offering significant growth opportunities.Social e-commerce platforms,which are user-centered,integrate social networks with e-commerce by leveraging social interactions to drive product sales and enhance the overall consumer shopping experience.This type of e-commerce fosters engagement and promotes products by merging online communities with shopping behavior,creating a more interactive and dynamic marketplace.It not only retains the traditional e-commerce trading and marketing functions but also adds a social dimension,making live stream anchors crucial figures connecting consumers with products.These anchors can attract consumers with their appearance and charm,and use their expertise on live streaming platforms to guide consumers by recommending live content.They can also interact with their audiences and potentially influence them to purchase the recommended goods.It is evident that the attributes of anchors in live streaming rooms significantly impact consumers’online behavior.Therefore,researching how platform contextual factors regulate consumers’online behavior is of great practical significance.This study employs multilevel regression analysis to support its hypotheses using data.The findings indicate that contextual factors of the platform significantly influence online behavior,enhancing the positive relationship between user attachment and online activities.
文摘With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.
