Exploring E-Commerce Live-Streaming Strategy in China

Abstract

This article conducts a comprehensive analysis of the most cutting-edge topics in live-streaming e-commerce by reviewing 15 studies published between 2019 and 2024. The research is organized around four core areas of inquiry: live-streaming e-commerce modes and strategies, user participation and behavior, brand marketing and platform strategy, and technology application and influence. The review demonstrates the influence of diverse sales modes, including self-operation and third-party live streaming, on market competition and consumer engagement. Furthermore, the analysis identifies the influence of several key factors on consumer purchasing behavior, the strategic approaches adopted by manufacturers in integrating live-streaming channels, and the implications of AI and blockchain technologies in live-streaming commerce. The findings emphasize the significance of context-specific strategies in optimizing live-streaming e-commerce. They suggest that the successful integration of these technologies and strategies can lead to enhanced consumer engagement, augmented brand visibility, and improved overall market performance. Nevertheless, the study also identifies potential challenges and limitations, including the unpredictability of real-world market dynamics and the risk of reduced innovation in algorithm-driven economies.