亚洲市场流媒体直播电子商务的文化理解

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2023-02-03 DOI:10.7903/ijecs.2031

Phyo Htet Htet Khine, Neal Dreamson

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引用次数: 0

摘要

为什么直播电子商务在亚洲国家如此受欢迎？电信技术的进步不足以解释这种区域现象。在这项定性研究中，我们分析了直播视频，以发现文化指标，从而回答这个问题。为此，我们从文献综述中确定了直播电子商务的特征，如身份识别、准社会化和社区化，并通过应用人类学家的文化维度对其进行重新解释，以阐明文化指标。我们通过基于解释主义的案例研究视频分析方法（n=10）验证了这一概念方法。我们发现了隐藏的文化特征，如归属感、情感参与、群体信任、共有等。这些特征与人类学家对东方文化的维度一致，这表明直播电子商务的流行与文化背景高度相关。营销人员可以在制定营销策略时考虑这些特点，使其更适合消费者文化，更系统。

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Cultural Understanding of Live Streaming E-commerce in Asian markets

Why has live streaming e-commerce become so popular in Asian countries? The advancement of telecommunication technology is insufficient to explain such a regional phenomenon. In this qualitative research, we analyze live streaming videos to discover cultural indicators to give answers to the question. To do so, we identified the features of live streaming e-commerce, such as identification, parasocialization, and community, from a literature review and reinterpreted them to articulate cultural indicators by applying anthropologists’ cultural dimensions. We verified this conceptual methodology through a video analysis method (n=10) based on interpretivism for case study research. We discovered the hidden cultural features such as belongingness, affective engagement, group trust, co-ownership, and so on. The features are consistent with anthropologists’ dimensions of Eastern culture, which indicates that the popularity of live streaming e-commerce is highly related to cultural backgrounds. Marketers can consider the features in developing marketing strategies to be more consumer-culture friendly and systematic.

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.