Cultural Understanding of Live Streaming E-commerce in Asian markets

Authors

  • Phyo Htet Htet Khine Stony Brook University
  • Neal Dreamson The State University of New York, Korea

DOI:

https://doi.org/10.7903/ijecs.2031

Keywords:

Live streaming, culture, social marketing, e-commerce, Eastern culture, cultural dimensions

Abstract

Why does live streaming e-commerce become so popular in Asian countries? The advancement of telecommunication technology is insufficient to explain such a regional phenomenon. This qualitative research is to analyse live streaming videos to discover cultural indicators to give answers to the question. To do so, features of live streaming e-commerce such as identification, parasocialisation, and community, are identified from a review of literature and reinterpreted to articulate cultural indicators by applying anthropologists’ cultural dimensions. This conceptual methodology is further verified through a video analysis method (n=10) based on interpretivism for case study research that discovers hidden cultural features such as belongingness, affective engagement, group trust, co-ownership, and so on. The features are consistent with anthropologists’ dimensions of Eastern culture that the popularity of live streaming e-commerce is highly related to cultural backgrounds, which can be considered to develop marketing strategies in a more consumer-culture friendly and systematic way. 

Author Biographies

Phyo Htet Htet Khine, Stony Brook University

Phyo Htet Htet Khine is an undergraduate student at Stony Brook University, and her major is Technological Management System. 

Neal Dreamson, The State University of New York, Korea

Neal Dreamson is currently an associate professor at Department of Technology & Society, the State University of New York, Korea (SUNY Korea). His current research interests include online user experience, intercultural engagement, and qualitative social media marketing. He earned two doctoral degrees, PhD in intercultural education and Doctor of Design in user experience design.

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Published

2023-02-03

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Regular Articles