Study on Live-streaming of E-Commerce in China: Prospects and Issues

Abstract

With the continuous growth of e-commerce platforms, live-streaming e-commerce shopping has received a lot of attention, and live-streaming e-commerce has gradually become a research hotspot. From the perspectives of live-streaming e-commerce platforms, anchors, and government, this paper uses systematic literature review method to summarize the research results on the concept and types, platform and anchor characteristics, as well as consumer purchasing intentions of live-streaming e-commerce. It summarizes the current development status of live-streaming e-commerce, explores open issues, and attempts to
propose feasible solutions to provide support and assistance for in-depth research in this field from three aspects including government, the live streaming e-commerce platform and the anchors.