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【With the same tag:【直播】 Found 4 articles】 /Page Order by: Asce Desc

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| F49；F270

Para-social Interaction in Live Streaming Economy: Evidence from Douyu Platform

Zeng Xueyun, Fei Yiyang

Live streaming is a new type of the Internet economy, which has become a significant driving force for China’s economic development. As an emerging economic form with extensive commercial...

First published at: Dec 03, 2023

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doi:10.16538/j.cnki.jfe.20230517.104

Journal of Finance and Economics, Vol. 49, Issue 12, pp. 136 - 148,165

MARKETING | F270

Can Internet Celebrity Live Streaming E-Commerce Bring Loyal Consumers? Evidence from a Cosmetics Brand

Zou Yufeng, Lu Xianghua, Li Fengyao

In recent years, the development of live streaming e-commerce is in full swing, especially the Internet celebrity live streaming e-commerce has repeatedly created sales miracles. However, ...

First published at: May 20, 2023

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doi:10.16538/j.cnki.fem.20221102.301

Foreign Economics & Management, Vol. 45, Issue 05, pp. 134 - 152

MARKETING | F270

Being Personally on the Scene: A Research on the Behavior Willingness Mechanism of Webcasting Users

Zhang Jieqiong, Han Shenghao, Gao Weihe

Under the impact of the epidemic prevention extra-long holiday after the outbreak of the COVID-19 epidemic, the era of “national live broadcast” is coming. Webcast has become a...

First published at: Nov 20, 2022

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doi:10.16538/j.cnki.fem.20220409.201

Foreign Economics & Management, Vol. 44, Issue 11, pp. 49 - 62

| F270

Research on the Influence Mechanism of Communication Style Similarity on Purchase Intention in Live Streaming Marketing

Wu Na, Ning Changhui, Gong Xiaoxiao

With the increase of e-commerce traffic cost, live streaming marketing has become a popular marketing mode, which mainly achieves the sales target through the online real-time interaction ...

First published at: Aug 01, 2020

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doi:10.16538/j.cnki.fem.20200511.301

Foreign Economics & Management, Vol. 42, Issue 08, pp. 81 - 95

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