Year: 2025
Type: article
Abstract: This study explores the transformative evolution of business models within China's rapidly growing online live streaming sector. Initially a niche platform for entertainment and social interaction, live streaming has evolved into a major economic driver, reshaping digital commerce and consumer engagement. This paper outlines the industry's historical development, its current landscape featuring advanced technological integration, the extensive regulatory environment shaping operational practices, ongoing challenges related to compliance and competition, and prospective future trends. Emerging technologies such as artificial intelligence and augmented reality are significantly enhancing consumer interaction and personalization. Concurrently, stringent governmental regulations mandate increased transparency, influencing operational and strategic adaptations. The study concludes that the adaptability of business models, innovation in consumer engagement strategies, and compliance with robust regulatory frameworks are key determinants for sustained growth and international influence of China's live streaming platforms.
Source: Pacific International Journal
Author: Sheng Mao
Institution: University of the East
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411506841