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.
| ISBN: | 9789819244591 |
| Publication date: | 6th November 2026 |
| Author: | Xiaoyu Xu |
| Publisher: | Springer an imprint of Springer Nature Singapore |
| Format: | Hardback |
| Pagination: | 301 pages |
| Series: | Contributions to Management Science |
| Genres: |
Computer applications in the social and behavioural sciences Occupational and industrial psychology E-commerce: business aspects |
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.
Understanding Consumer Behavior in Live Streaming E-Commerce features in the following genres: Computer applications in the social and behavioural sciences, Occupational and industrial psychology, E-commerce: business aspects
Hardback. £161.99, down from the £179.99 cover price. Not Available.
Understanding Consumer Behavior in Live Streaming E-Commerce was written by Xiaoyu Xu and published by Springer an imprint of Springer Nature Singapore
Understanding Consumer Behavior in Live Streaming E-Commerce has 301 pages
Yes it is part of Contributions to Management Science series
£161.99, reduced from £179.99. Not Available.