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Understanding Consumer Behavior in Live Streaming E-Commerce

Name: Understanding Consumer Behavior in Live Streaming E-Commerce
Brand: Springer, Berlin
SKU: 53191649
Price: 216.25 EUR
Availability: PreOrder
Author: Xiaoyu Xu
ISBN: 9789819244591

A Global-China Comparative Study under the TCCM Framework

Xiaoyu Xu

Jezik

Engleski

Knjiga Tvrdi uvez

Libristo kod: 53191649

Nakladnici Springer, Berlin, prosinac 2026

This book builds a clear theoretical framework for understanding consumer decision-making in live st... Cijeli opis

Libristo kod: 53191649

525 b

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216.25 €

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Izdanje 17. 12. 2026

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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.