Research on Live E-commerce Based on Digital Marketing: Tiktok E-commerce Live Streaming as an Example

Abstract

With the development of the Internet era, webcasting has become more and more popular, which has changed traditional selling and marketing methods and provided more opportunities. Still, at the same time, there are also many disadvantages. In this paper, we will study e-commerce webcasting from theoretical and practical aspects and analyze it using three research methods: literature analysis, questionnaire survey, and case study. TikTok's overall development trend is good, but it is not easy to maintain in the long run. It also needs to improve its business value more, open up new paths and develop new potential so that other webcasting platforms will not replace it. To better prepare the way for the future of live e-commerce, it also has to strengthen the legal framework and the caliber of content. This research broadens the authors' understanding of live e-commerce while also attempting to offer some fresh perspectives to the academic community on Tiktok live e-commerce.