Implementation of Live E-Commerce Mode as a Marketing Strategy by Selected Enterprises in Perfect Diary
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to assess the extent to which company management, employees and consumers implement the Perfect Diary live streaming e-commerce model as a marketing strategy. The study further assesses the impact of the live streaming e-commerce model as a marketing strategy on Perfect Diary's performance, as well as the challenges encountered by Perfect Diary in adopting the live streaming e-commerce model as a marketing strategy. This investigation utilized the mixed research method. The participants in this study are managers, employees and customers of Perfect Diary Company. There will be 60 managers and employees involved and 200 customers. To gather the data needed, the researchers used a self-made questionnaire. This study mainly uses the following data analysis tools: frequency and percentage counts, weighted mean, ANOVA, thematic analysis. There are significant relationships between the extent of implementation of E-commerce live streaming and the level of performance. This means that the greater extent of the implementation of E-commerce live broadcast situation, the higher performance level. The identified problems of challenges are hoped to be addressed by the action plan being proposed.
Source: Entrepreneurship and Innovation
Authors: Caifen Xiang, Ling Ding
Institution: Guangzhou College of Commerce
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4412773131