THE IMPACT OF IT AFFORDANCE ON CUSTOMER ENGAGEMENT IN LIVE COMMERCE
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
p.950
p.950
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
The integration of Live streaming and E-commerce, also known as Live commerce, has been widely used in Asia. The live commerce market in China, which leads the live commerce business, reached 2.36 trillion yuan (about 340 billion dollars) at the end of 2021. While revenue is an important indicator for a company, customer engagement in live commerce, which can acquire potential customers through brand loyalty formation, community building, and information sharing, is also a crucial indicator in consideration of long-term development.
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