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
Success or failure of an E-commerce platform is often reduced to its ability to maximize the conversion rate of its visitors. This is commonly regarded as the capacity to induce a purchase from a visitor. Visitors pos...Success or failure of an E-commerce platform is often reduced to its ability to maximize the conversion rate of its visitors. This is commonly regarded as the capacity to induce a purchase from a visitor. Visitors possess individual characteristics, histories, and objectives which complicate the choice of what platform features that maximize the conversion rate. Modern web technology has made clickstream data accessible allowing a complete record of a visitor’s actions on a website to be analyzed. What remains poorly constrained is what parts of the clickstream data are meaningful information and what parts are accidental for the problem of platform design. In this research, clickstream data from an online retailer was examined to demonstrate how statistical modeling can improve clickstream information usage. A conceptual model was developed that conjectured relationships between visitor and platform variables, visitors’ platform exit rate, boune rate, and decision to purchase. Several hypotheses on the nature of the clickstream relationships were posited and tested with the models. A discrete choice logit model showed that the content of a website, the history of website use, and the exit rate of pages visited had marginal effects on derived utility for the visitor. Exit rate and bounce rate were modeled as beta distributed random variables. It was found that exit rate and its variability for pages visited were associated with site content, site quality, prior visitor history on the site, and technological preferences of the visitor. Bounce rate was also found to be influenced by the same factors but was in a direction opposite to the registered hypotheses. Most findings supported that clickstream data is amenable to statistical modeling with interpretable and comprehensible models.展开更多
E-commerce plays an essential role in modern trade today.It is expected that e-commerce volume amounted to 29 trillion USD in the world in 2017,and would grow with the spread of the Internet and information and commun...E-commerce plays an essential role in modern trade today.It is expected that e-commerce volume amounted to 29 trillion USD in the world in 2017,and would grow with the spread of the Internet and information and communication technologies(ICTs).Brazil,Russia,India,China and South Africa(BRICS),together with many others,consider e-commerce a means to facilitate rapid,inclusive and sustainable economic growth,improving the living standards and alleviating poverty.This article examines areas for potential cooperation by BRICS countries in e-commerce development across rural and remote areas to fight poverty.It analyses the current state of e-commerce development in rural and remote areas in each of the BRICS countries,including cases of public and private initiatives to support it.The article also defines the opportunities which e-commerce brings to people living in rural and remote areas.Moreover,it evaluates the existing challenges and risks.The article concludes that despite the rapid e-commerce development in BRICS countries,and significant opportunities created,there are still issues of disproportionate e-commerce in varied regions and the lack of BRICS cooperation in this sphere.Based on a comparative and normative in-depth,systematic analysis,the article develops a set of recommendations for deepening BRICS countries'cooperation in the following areas:infrastructure in rural and remote regions;education;consumer protection;online dispute resolution;coordinated policy in the international scene,including representation of BRICS countries in international indexes,such as the Organization of Economic Co-operation and Development(OECD)Digital Services Trade Restrictiveness Index(STRI).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.
文摘Success or failure of an E-commerce platform is often reduced to its ability to maximize the conversion rate of its visitors. This is commonly regarded as the capacity to induce a purchase from a visitor. Visitors possess individual characteristics, histories, and objectives which complicate the choice of what platform features that maximize the conversion rate. Modern web technology has made clickstream data accessible allowing a complete record of a visitor’s actions on a website to be analyzed. What remains poorly constrained is what parts of the clickstream data are meaningful information and what parts are accidental for the problem of platform design. In this research, clickstream data from an online retailer was examined to demonstrate how statistical modeling can improve clickstream information usage. A conceptual model was developed that conjectured relationships between visitor and platform variables, visitors’ platform exit rate, boune rate, and decision to purchase. Several hypotheses on the nature of the clickstream relationships were posited and tested with the models. A discrete choice logit model showed that the content of a website, the history of website use, and the exit rate of pages visited had marginal effects on derived utility for the visitor. Exit rate and bounce rate were modeled as beta distributed random variables. It was found that exit rate and its variability for pages visited were associated with site content, site quality, prior visitor history on the site, and technological preferences of the visitor. Bounce rate was also found to be influenced by the same factors but was in a direction opposite to the registered hypotheses. Most findings supported that clickstream data is amenable to statistical modeling with interpretable and comprehensible models.
文摘E-commerce plays an essential role in modern trade today.It is expected that e-commerce volume amounted to 29 trillion USD in the world in 2017,and would grow with the spread of the Internet and information and communication technologies(ICTs).Brazil,Russia,India,China and South Africa(BRICS),together with many others,consider e-commerce a means to facilitate rapid,inclusive and sustainable economic growth,improving the living standards and alleviating poverty.This article examines areas for potential cooperation by BRICS countries in e-commerce development across rural and remote areas to fight poverty.It analyses the current state of e-commerce development in rural and remote areas in each of the BRICS countries,including cases of public and private initiatives to support it.The article also defines the opportunities which e-commerce brings to people living in rural and remote areas.Moreover,it evaluates the existing challenges and risks.The article concludes that despite the rapid e-commerce development in BRICS countries,and significant opportunities created,there are still issues of disproportionate e-commerce in varied regions and the lack of BRICS cooperation in this sphere.Based on a comparative and normative in-depth,systematic analysis,the article develops a set of recommendations for deepening BRICS countries'cooperation in the following areas:infrastructure in rural and remote regions;education;consumer protection;online dispute resolution;coordinated policy in the international scene,including representation of BRICS countries in international indexes,such as the Organization of Economic Co-operation and Development(OECD)Digital Services Trade Restrictiveness Index(STRI).
