The Promoting Effect of E-commerce Live Streaming on Import Cross-Border E-commerce

Qian Li (), Zhijun Zhou and Kai Xia
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Qian Li: Hangzhou Normal University, Alibaba Business School
Zhijun Zhou: Hangzhou Normal University, Alibaba Business School
Kai Xia: Hangzhou Normal University, Alibaba Business School

A chapter in Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), 2022, pp 1366-1373 from Springer

Abstract: Abstract The popularity of e-commerce live streaming has gradually spread to the field of import cross-border e-commerce. In the future, with the further expansion of import cross-border e-commerce scale, the competition of import cross-border e-commerce live streaming will be more intense. Combined with the characteristics of import cross-border e-commerce and e-commerce live streaming, this paper analyzes the promoting effect of e-commerce live streaming on import cross-border e-commerce from four dimensions: information transmission, service efficiency, social interaction and entertainment, system function. The analysis shows that live streaming can effectively promote the purchase of import cross-border e-commerce consumers in these four aspects. In information transmission, information asymmetry can be reduced and the trust of import cross-border e-commerce consumer can be effectively increased. In service efficiency, it can efficiently solve the numerous and different inquiries of import cross-border e-commerce consumers and reduce customer churn. In social interaction and entertainment, the interest in consumption of import cross-border e-commerce goods can be increased. In system functions, the purchase process is simplified and the time cost of import cross-border e-commerce consumers is reduced.

Keywords: import cross-border e-commerce; live streaming (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-052-7_152

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