Москва, Россия
В последние годы популярность лайвстрим-шопинга на платформах социальной электронной коммерции стремительно возросла. Представляемое исследование подчеркивает необходимость констатации основных факторов роста указанной популярности. Используя метод литературного анализа, авторы выявили следующие моменты, определяющие востребованность платформ: интерактивные возможности в режиме реального времени, значительное снижение неуверенности потребителей, связующая роль влиятельных лиц, возможность получения скидок на товары, захватывающий опыт покупок и развитие креативной экономики. Благодаря сочетанию технологий и поведенческой психологии, лайвстрим-шопинг успешно превратил покупки из простых технических операций в эмоционально увлекательный процесс. В конце статьи нами предложено несколько научных и практических рекомендаций, основанных на результатах анализа.
социальная электронная коммерция, прямые трансляции, покупки в прямом эфире, лайвстрим-шопинг, электронная коммерция, движущие силы социальной электронной коммерции
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