The Next Possible Frontier in E-commerce: Live Streaming: A Comprehensive Study of Live Streaming E-commerce in China and an Attempt to Explore its Potential Application in Denmark

Jialing Li

Student thesis: Master thesis

Abstract

In recent years, live streaming has become a popular direct sales channel that provides merchants with unprecedented consumer engagement and interaction. While extant research focused on analyzing the motivation and experience of live e-commerce consumers from the psychological perspective, little is known why the success of live streaming e-commerce is particularly evident in China solely, and whether this success is replicable in any other country. Thus, this paper focuses on the Chinese market and the Danish market. This thesis aims to understand live streaming e-commerce in China and attempts to explore its potential application in Denmark. By adopting a mixed-methods (including both quantitative and qualitative) approach, this study thoroughly analyses the existing conditions that enable China to achieve its remarkable success in the live streaming e-commerce sector by applying Porter's Diamond model together with other relevant theories. Then, it serves the departure to see if those conditions are still satisfied in Denmark. Findings of this research suggest that China obtained success in its live streaming e-commerce sector not by having one of these factors solely, but more importantly, by having them together. It has created its live streaming e-commerce ecosystem and ultimately led to the boom of live e-commerce in China. It is still recommended that Danish merchants should adopt the live e-commerce business model because of the market potential, especially apparel merchants, despite Denmark has not fully met all the successful conditions derived from the analysis in China.

EducationsMSc in Finance and Strategic Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2021
Number of pages103
SupervisorsMichael Jakobsen