Understanding Consumer Behavior in Live Streaming E-Commerce

A Global–China Comparative Study under the TCCM Framework
Erscheinungsjahr 2026
ISBN: 978-981-9244-59-1
Verlag: Springer

Buch, Englisch, 297 Seiten, Format (B × H): 155 mm x 235 mm

Reihe: Contributions to Management Science

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.

Zielgruppe

Research

Autoren/Hrsg.

Xu, Xiaoyu

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Computeranwendungen in Geistes- und Sozialwissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Part I Research background.-Chapter 1 Actuality and trends of live streaming e-commerce development.-Chapter 2 Analysis of the research value and actuality of live streaming e-commerce.-Part II. International Experience.-Chapter 3 The integration theory construction based on the meta-analysis structural equation model.-Chapter 4 Post-Hoc explanatory analysis of mixed-methods research.-Part III. Chinese practices.-Chapter 5 Research hotspots and theoretical review of domestic live streaming e-commerce based on qualitative meta-analysis.-Chapter 6 Explore the driving factors of consumers' shopping behavior in live streaming under the SOR framework.-Part IV The integration and comparison of Chinese practices and global experiences based on the TCCM framework.- Chapter 9 Comparative analysis of domestic and international research based on bibliometric visualization.-Chapter10 Integration and Analysis of Domestic and International Research Based on the TCCM Framework.-Part V. Policy research.-Chapter 11 Policy analysis theories.-Chapter 12 The applicability of the TCCM framework to the policy analysis of live streaming e-commerce.-Chapter 13 Data collection and analysis.-Chapter 14 Policy analysis and recommendations based on the TCCM Framework.

Über Autor(innen)

Xiaoyu Xu, is currently an associate professor and doctoral supervisor at the School of Economics and Finance, Xi’an Jiaotong University. Her research focuses on the digital economy, with an emphasis on virtual digital intelligence society and industry. She has led or participated in more than 10 projects, including those funded by the National Social Science Fund, EU collaboration projects, and provincial-level initiatives. In the past five years, she has published over 30 papers in high-level domestic and international journals (SSCI/SCI/CSSCI), including ESI highly cited papers, A-category journals recognized by the National Natural Science Foundation of China, and top journals in her field. She has won multiple best paper awards at international conferences and edited or contributed to several textbooks. She currently serves as the Executive Editor of the International Journal of Electronic Business and as a reviewer for multiple SSCI journals. In addition, she previously worked at Alibaba’s headquarters, where she led the digital transformation of Taobao’s transaction security system and received the Excellent Scholar of the Huoshui Program award.