The Benefits and Costs of Livestreaming in E-Commerce Development in China

Abstract

Nowadays, with the continuous development of science and technology, online shopping has become the shopping method that most people choose and trust. Chinas e-commerce platforms are also constantly upgrading to provide consumers with better services. Different from the original television advertisements and street billboards, these advertisements are posted on shopping platforms or short video platforms by celebrities, who recommend their products to their fans and use the heat online and popularity to drive product sales. However, this leads to new problems, that there are many goods have the problem of false publicity and the use of celebrity effect to deceive consumers. This article discusses some benefits of livestream commerce and then explores the false propaganda of celebrities and how to curb it and prevent it from happening. Therefore, consumers can be assured when buying products online, while their rights and interests are protected, so that they can have a proper after-sales rights protection service.