Key points are not available for this paper at this time.
In contrast to previous times, social media has profoundly transformed various elements of the world, such as the methods of conducting business and disseminating information. Given the emergence of this new trend, it is imperative that we acquire knowledge and develop a more profound understanding of this transformative shift. This study seeks to describe and analyze various phenomena and statistics pertaining to the unique trend of live-streaming e-commerce as a thriving business model. By employing a rigorous analysis and data presentation approach, we investigate the underlying operational principles that elucidate the functioning of live streaming. Additionally, the paper examines the consumer preferences and characteristics (such as price, product features, age, gender, and geographic location) that manifest in their behaviors on the Douyin platform. Finally, the results and efficacy of the live stream on Douyin are assessed using several parameters, namely revenue, sales, and exposure. The findings indicate that the primary audience for live streaming consists of middle-aged females, predominantly located in Guangdong, Jiangsu, and Henan provinces. Despite the subpar quality, these consumers exhibit a preference for inexpensive products. Further analysis reveals that live streaming yields significant profitability and extensive product exposure, although with a lower conversion rate (CVR) compared to traditional marketing methods.
Youting Jian (Wed,) studied this question.