Exploring M&a Strategies For Growth And Market Expansion In Emerging Markets – Live e-commerce has become a lucrative e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on live streaming e-commerce is still in its infancy This study sheds new light on impulse buying behavior in live streaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study presents a “people-product-place” marketing strategy for e-commerce live streaming from a consumer perception perspective and aims to understand the impact of marketing strategy on impulsive buying. Keeps Examining the mediating effects of behavior and participation in live streaming shopping scenes in e-commerce. A SEM analysis was performed on Amos from a set of 437 responses from an anonymous online survey. The results show that the perceived quality of e-commerce scores, perceived scarcity and immersion positively influence impulsive buying behavior. The “people-product-place” marketing strategy is important; And that effective marketing drives purchases Perceived quality, perceived scarcity, and immersion of e-commerce anchors positively affect participation, which in turn positively affects impulse purchases. Concepts mediate between e-commerce anchor quality, perceived deprivation and immersion, and impulse buying. These findings guide policymakers to improve the profitability of e-commerce through live streaming and provide some economic recovery benchmarks for other countries that have been affected by the COVID-19 pandemic.
In recent years, new consumption patterns have emerged from the Internet, networks and information systems technologies (Corcoran and Andre, 2013). These advancements have changed the consumption perception of individuals and their consumption habits After the web portal era of Web 1.0 and the social media era of Web 2.0, we have entered the stage media era of Web 3.0 (Zhang, 2020). The advent of online shopping has greatly improved the shopping experience of consumers (Helm et al., 2020). Online shoppers are not limited by time, location or travel/transportation However, in “traditional” online shopping, shoppers only receive information through images, text, and pre-recorded videos (Wongkitrongrung and Assart, 2020). Thus, in the era of Web 3.0, the development of this electronic commerce has become an obstacle (Wu Q. L., 2020). Intentionally designed promotional videos and highly stylized images of online products make it difficult for consumers to get truthful information. This “information asymmetry” between consumers and online merchants contributes to consumer skepticism and mistrust in making purchase decisions (Demaz and Manzani, 2020; Lammer and Dostal, 2022; Utz et al., 2022). Delays in customer consultation services further frustrate the online shopping experience. (Osman et al., 2020). Therefore, innovation is needed that emphasizes a better user experience
Exploring M&a Strategies For Growth And Market Expansion In Emerging Markets
China is the largest Internet market in the world (Akram et al., 2018a). In 2016, a new online retail model that integrates e-commerce with live online shopping emerged in China (Rui and Kang, 2016). This marketing model is based on e-commerce, uses live streaming as a marketing tool (Ding et al., 2020) and provides direct and efficient communication to minimize information asymmetry (Wongkitrongrueng et al., 2020). It allows online shoppers to have a true three-dimensional experience in a virtual network environment and increases attachment and trust between consumers, merchants and platforms (Li, 2020). Professional product selection, anchor personalities, live product displays, and real-time interactions are integrated into a retail model that engages consumers to view, interact, and purchase (Liu L. L., 2020). The COVID-19 pandemic has led to rapid changes in product consumption patterns (Liu et al., 2020; Zwanka and Boff, 2021). Since 2020, the “home economy” trend has further fueled the growth of live streaming e-commerce. In 2020, China’s live streaming e-commerce market will exceed 1.2 trillion yen, with an annual growth rate of 197.0% (IResearch, 2021). Streaming shopping has become a new engine of economic growth in China (Ma, 2021). According to CNNIC (2022), there were 1.032 million Chinese Internet users at the end of 2021, and 99.7% of these Internet users were mobile device users. At the end of 2020, there were 388 million e-commerce live streaming users, accounting for 39.2% of total netizens (China E-commerce Live Streaming Industry Research Report, 2021). The large number of Internet users constitutes a powerful driving force for the development of electronic commerce During the “618” promotion period (June 1-18) of Jingdong Live broadcast, the sales volume increased by 161% year-on-year (CNNIC, 2022). On June 1, 2021, the sales volume of the first hour of the Taobao live broadcast exceeded the sales volume of the entire day on the same day in 2020 (Sina, 2021). The gross merchandise value (GMV) of China’s major B2C e-commerce platforms during the Double 11 period in 2021 was 952.3 billion yen, with streaming purchases contributing more than 73 billion yen (Xintun, 2021).
Understanding And Using Market Penetration Strategies
According to eMarketer’s Global E-Commerce Report, China continues to lead the global e-commerce market with 792.5 million digital shoppers (33.3% of the global total) and $2.779 trillion in e-commerce sales in 2021 (56.8% of the global total). Total) The share of e-commerce in total retail sales in China is the highest compared to any other country China has become the first country to account for more than 50% of total transactions through e-commerce retail sales (Ethan Kramer-West, Global Ecommerce Update, 2021). Live commerce or live video shopping generated $171 million in sales in China in 2020 (Ooty, 2022). Compared to China, the US and Europe are taking smaller steps in expanding the live streaming business. Amazon and YouTube improved the capabilities of their websites and reviewed customer feedback on live shopping (Ryan, 2020). Live streaming e-commerce generated $60 billion in sales globally in 2019, but the US market contributed less than $1 billion (Kharif and Townsend, 2020). However, the US market is growing rapidly, especially in certain products, for example, clothing, makeup and alcoholic beverages (Kharif and Townsend, 2020). In the European market, few consumers understand the concept of live video shopping, which is not as popular as live commerce in the Chinese market (Anderson and Pitz, 2021). Live video service provider Zelma and Bambus
Companies in Europe need education on how to apply e-retail live streaming to their business and ensure that European consumers are ready to adopt new ways of online shopping (Andersen and Pitz, 2021). An online survey conducted in Poland, Spain, France and the UK in 2021 reported that 7,261 respondents were interested in live streaming on e-commerce websites/apps and 6,602 were interested in live streaming on social networks (Forrester, 2021). . Therefore, it will provide research on how e-tailers promote featured products on live commerce platforms in China and how consumers perceive this marketing.
Live e-commerce shopping restores the relationship between merchants, products and customers (Liu, 2021). In a live-streamed shopping hall, presenters create an immersive experience for customers (Luo et al., 2020) and encourage purchases through several strategies (Xu et al., 2020). In e-commerce through streaming shopping, it only takes a moment for consumers to be attracted to live product promotions introduced by presenters, regardless of whether they have a hedonistic or utilitarian perspective (Zhu et al., 2020). Erroneous consumption behavior is mainly impulsive buying (Lee, 2020). According to IMmedia Research’s report “User Research and Analysis of China’s Live Streaming E-Commerce in the First Half of 2020”, 65.2% of live stream viewers purchased products in shopping rooms in China. Live broadcasts and 49.5% admit that their purchase is impulse (iMedia Research, 2020). A recent study on online purchase intentions in China suggests that online purchases in social commerce environments are driven by more hedonic than utilitarian motivations (Akram et al., 2021) and that impulse buying has hedonic characteristics. (Akram et al., 2018b). iMedia Research (2020) opined that the most direct support for increased performance of e-commerce is to buy more customers for planned needs while watching live broadcasts. A planned use for e-tailers using live streaming is a deep, long-term driving force. Therefore, this study investigates the practical significance of impulse buying behavior in e-commerce live streams by investigating marketing strategies targeting impulse buying.
Exploring The Impact Of Functional, Symbolic, And Experiential Image On Approach Behaviors Among State Park Tourists From India, Korea, And The Usa
Good sales performance is inseparable from an effective marketing strategy (Akram et al., 2018a; Varadarajan, 2020). The continued growth of live streaming shopping makes it important for e-commerce investors and managers to understand the factors that influence impulse purchases in live streaming shopping. Live streaming aims to sell products and services to e-commerce consumers (Hu and Chaudhuri, 2020; Wongkitrongrueng et al., 2020). This business model contains the basic elements of the “people-product-place” theory essential in retailing (Gu and Xu, 2021), but in different forms. E-commerce live streaming shopping restructures a retail landscape from “people-product-space” to realize real-time, status and interaction visualization throughout the e-commerce live streaming shopping process and offers remarkable features of strong interactivity. | Authenticity (Duan, 2020) Researchers have suggested that anchor promotions, product promotions and live broadcast atmospheres can create strong emotions among consumers, leading to impulse purchases (Zhu et al., 2019, 2020; Li and Chen, 2021; Ming et al. ., 2021). Empirical studies have shown that marketing incentives easily drive online consumers to make impulse purchases, and rich marketing methods help consumers avoid loneliness and frustration, thereby improving the shopping experience (Sundström et al., 2019).
Buying behavior in live-streaming shopping malls has become a popular research topic Researchers have investigated external incentives such as atmospheric indicators (Gong et al., 2019), IT potential (Dong and Wang, 2018), discount prices and shortages (Wang S. Q., 2021; Yan, 2021); and intuition
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