"East Buy": A Study on the Path of a Novel E-commerce Live Streaming Sales Model

Abstract

With the widespread adoption of the internet, e-commerce live streaming has become a crucial marketing tool for various e-commerce platforms. However, the lack of innovative and homogeneous live content, coupled with a uniform style among hosts, has led to a gradual decline in the advantages of e-commerce live streaming for users. Consequently, businesses and hosts are compelled to explore new live streaming models. This paper conducts a path study on the "East Buy" novel e-commerce live streaming sales model, proposing the establishment of a new consumer conceptconsumerism as a cultural identity. By utilizing a logic that combines knowledge and product-based live sales, employing multiple platforms and channels for sales, and creating a completely new live streaming ecosystem, this research offers a reference path for the development of the live streaming industry.