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Live streaming e-commerce as a business start-up option for Hong Kong youngsters
Author(s)
Date Issued
2025
ISBN
9789887104704
Citation
In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 60-83). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.
Type
Book Chapter
Abstract
The COVID-19 pandemic has helped boost live streaming e-commerce activities in Hong Kong, thus becoming a serious consideration for new business ventures. In this qualitative study based on interviews with 26 live streamers and senior management personnel of live streaming platforms in Hong Kong, the authors investigated whether live streaming e-commerce is a viable start-up option for Hong Kong youngsters. Nine questions were posed to gather insights. These nine questions covered the reasons why live streaming e-commerce has become a start-up option in Hong Kong, the profit model employed, the characteristics of and performance style for successful live streamers, the training required, the available online platforms, the effective strategies, the challenges faced, and the career prospects. The findings indicate that live streaming e-commerce is only starting to take root in Hong Kong. Hence, the market size remains small. Nevertheless, the low entry barriers and the available platforms and technology make the proposition highly attractive, thus giving the youngsters a possible opening.
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