Social Commerce and Livestreaming E-Commerce Phenomenon as a New Driving Force for China E-Commerce Market Development

• Autorzy: Szymon Chudziak

Warianty tytułu

Zjawisko Social Commerce i Livestreaming E-commerce jako nowa siła napędowa rozwoju chińskiego rynku E-commerce

• Języki publikacji: PL

Abstrakty

Powszechne wykorzystanie E-commerce wraz z mediami społecznościowymi stworzyło możliwość skuteczniejszej promocji i sprzedaży towarów, ze zwiększoną interakcją z klientem. Media społecznościowe nie są już wykorzystywane wyłącznie w celach rozrywkowych, lecz także do łączenia firm, influencerów i potencjalnych konsumentów, co z kolei doprowadziło do rozwoju Livestreaming E-commerce. Celem artykułu jest przedstawienie fenomenu chińskiego rynku Social Commerce i Livestreaming E-commerce w porównaniu do środowiska zachodniego oraz zbadanie odmiennego podejścia do tego trendu wśród chińskich i zachodnich użytkowników, w tym zilustrowanie wyników przeprowadzonej analizy. W artykule omówiono główne czynniki, które decydują o adaptacji Livestreaming E-commerce w różnych krajach, tj. różnice kulturowe, postawy klientów i poziom zainteresowania. Artykuł potwierdza zjawisko livestreamingu na całym świecie, podkreślając jednak, że livestreaming E-commerce w Chinach jest wykorzystywany na znacznie szerszą skalę niż w jakimkolwiek innym kraju, stając się obecnie częścią życia codziennego Chińczyków. Pozwoliło to rzucić światło na kluczowe czynniki sukcesu i różnice między krajami w odniesieniu do tego trendu. W artykule zastosowano takie metody badawcze jak analiza literatury, analiza danych wtórnych i pierwotnych (ankieta).(abstrakt oryginalny)

EN

The prevalence of E-commerce with social media led to the possibility of promoting and selling goods in a more efficient way with higher customer interaction. Social media are no longer used for entertainment only but also to connect companies, influencers, and potential consumers which, in turn, led to the livestreaming E-commerce development. The aim of the given research paper is to present the phenomenon of Chinese Social Commerce and Livestreaming E-commerce market with a comparison to the Western environment and to investigate different approaches to this trend between Chinese and Western users including illustrating the results of conducted analysis. The paper discussed the main factors that determine Livestreaming E-commerce adaptation in different countries, i.e., cultural differences, customers attitudes, and level of interest. The article confirms the phenomenon of livestreaming worldwide, emphasizing, however, that livestreaming E-commerce in China is prospecting on a much wider scale than it is in any other country, becoming part of daily life for Chinese people nowadays. It allowed to shed light on the key successful factors and differences between countries regarding this trend. The article uses such research methods as literature analysis, secondary, and primary (survey) data analysis.(original abstract)

Słowa kluczowe

PL

Handel elektroniczny; Media społecznościowe

EN

e-commerce; Social media

• Czasopismo: Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze
• Rocznik: 2023
• Numer: nr 18
• Strony: 23--40

Twórcy

autor

Szymon Chudziak

• Szkoła Główna Handlowa w Warszawie

Bibliografia

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Identyfikatory

DOI

10.26366/PTE.ZG.2023.234