چکیده مقاله
Globalization and digitalization have driven brick and mortar B&M stores toward e commerce platforms Amidst these trends, live streaming, as one of the most advanced e commerce technologies, has revolutionized brand customer interactions and product demonstrations Live stream on e commerce platforms is rapidly expanding, enabling real time, direct interactions between sellers and customers This review paper examines the pivotal role of live streaming in online marketing and sales processes, analyzing its impacts on various aspects of e commerce, including real time customer interactions, branding strategies, pricing, and purchase decisions By reviewing recent studies, this paper provides a comprehensive framework for understanding the unique characteristics of live streaming, such as two way communication, Q&A capabilities, and personalized shopping experiences Furthermore, it explores various live streaming sales models, including those driven by brands, influencers, and hybrid approaches, and examines their effects on profitability and other business outcomes Additionally, the paper addresses the technical and social challenges associated with this technology, such as the need for robust infrastructure, content production costs, and the influence of influencers While analyzing limitations, the paper also focuses on the future opportunities of this technology, highlighting its potential integration with technologies like artificial intelligence, augmented reality, and data mining to create more interactive and engaging shopping experiences The findings of this study provide valuable insights for researchers and e commerce practitioners, paving the way for the development of innovative strategies to leverage the potential of live streaming in e commerce
کلیدواژهها
نویسندگان
Zahra Mirzaei
Master's student, Department of Industrial and Systems Engineering, Isfahan University of Technology, Isfahan, ۸۴۱۵۶ ۸۳۱۱۱, Iran
Parisa Assarzadegan
Assistant Professor, Department of Industrial and Systems Engineering, Isfahan University of Technology, Isfahan, ۸۴۱۵۶ ۸۳۱۱۱, Iran
شیوه ارجاع
Mirzaei, Zahra and Assarzadegan, Parisa,1403,The Role of Live Streaming in E-Commerce,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز