Abstract
More and more regions are stimulating the development speed and direction of livestreaming e-commerce through relevant policies. While there is little literature focus on exploration the role and consequence of these policies in livestreaming e-commerce. Therefore, based on the perspective of policy instruments, this paper uses quantitative analysis of policy instruments classification, content coding and frequency statistics to analyze the texts of livestreaming e-commerce policies in China. Eleven policy instruments are evaluated and 205 coded records are analyzed. It finds that there exists uneven use and uncoordinated internal structure of those policy instruments. Furthermore, the structure of policy instruments in different regions tends to be similarity. In the light of these results, this paper argues that the state should draw attention to the balance application of supply-side, environment-side, and demand-side policy instruments, optimize their internal structure, and strengthen the cross regional cooperation of livestreaming e-commerce policies to highlight the effect of industrial cluster in the future.
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