Understanding Consumer Behavior in Live Streaming E-Commerce
A Global–China Comparative Study under the TCCM Framework
Buch in deiner Nähe kaufen
Beschreibung
This book builds a clear theoretical framework for understanding consumer decision-making in live streaming e-commerce, connecting global research insights with Chinese market realities. Using a four-dimensional lens—theory, context, characteristics, and methods—it uncovers both universal patterns and cross-country differences in how consumers behave in live-streamed shopping environments.
Drawing on bibliometrics, meta-analysis, and qualitative interviews, the book integrates international perspectives with China’s unique digital ecosystem, providing both theoretical depth and practical value. The book ultimately offers solid foundations and actionable guidance to support research advancement, policy development, and industry innovation in the fast-growing field of live streaming e-commerce.
This book builds a clear theoretical framework for understanding consumer decision-making in live streaming e-commerce, connecting global research insights with Chinese market realities. Using a four-dimensional lens—theory, context, characteristics, and methods—it uncovers both universal patterns and cross-country differences in how consumers behave in live-streamed shopping environments.
Drawing on bibliometrics, meta-analysis, and qualitative interviews, the book integrates international perspectives with China’s unique digital ecosystem, providing both theoretical depth and practical value. The book ultimately offers solid foundations and actionable guidance to support research advancement, policy development, and industry innovation in the fast-growing field of live streaming e-commerce.
Develops a clear, hierarchical and comprehensive theoretical system of consumer decision-making during live streaming Proposes an evidence-based optimization path and governance recommendations for live streaming e-commerce Defines and interprets Chinese model and its challenge, supplementation, and enrichment of universal theories
Autor*in
Xiaoyu Xu
Themen in »Understanding Consumer Behavior in Live Streaming E-Commerce«
Means-End Chain Meta-Analytic Structural Equation Modeling Stimulus-Organism-Response structure digital economics