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| ANALYSIS OF THE FORMATION PROCESS AND GROWTH MECHANISM OF LIVE STREAMING COMMERCE VILLAGE |
| WANG Fan1,2, WANG Ming-feng3,4, ZHANG Ying-hao5, KUANG Ai-ping3,4, LIN Juan6 |
1. School of Tourism Management, Hubei University, Wuhan 430062, China;
2. Hubei Digital Culture and Tourism Research Institute, Wuhan 430062, China;
3. Research Center for China Administrative Division, East China Normal University, Shanghai 200241, China;
4. School of Geographic Sciences, East China Normal University, Shanghai 200241, China;
5. School of Economics, Shandong University of Technology, Zibo 255012, China;
6. School of Cultural Tourism and Public Administration, Fujian Normal University, Fuzhou 350117, China |
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Abstract Taking Jiangbeixiazhu Village in Yiwu City, Zhejiang Province as a case area, the study uses semistructured interviews and participant observation methods to research various actors and explores the formation process of the live streaming commerce village through qualitative analysis. Further more, the influencing factors and formation mechanisms for live streaming commerce are also explored. The main conclusions showed that: Jiangbeixiazhu Village's live streaming commerce is transformed from social commerce, such as microbusiness, with the continuity of industrial evolution. In the development of village e-commerce industry, the change of new technology of live streaming commerce builds a window of opportunity for village development, the embedding of institutional environment and its synergistic evolution with e-commerce technology become the supporting elements for the development of live streaming commerce, and flexible supply chain rooted in the local area becomes the key propelling force for the transformation of village industry.
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Received: 07 December 2024
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Corresponding Authors:
10.13959/j.issn.1003-2398.2025.05.006
E-mail: mfwang@re.ecnu.edu.cn
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