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Evaluation of China's live streaming e-commerce industry policies based on a three-dimensional analysis framework
Bing Wang1, Chenhao Tong2, Tinggui Chen1,2
1School of Artificial Intelligence and Electronic Commerce, Zhejiang Gongshang University Hangzhou College of Commerce, Hangzhou, China.
Plos One
|May 14, 2024
Summary
Live streaming e-commerce policies often overemphasize regulation, hindering industry growth. Governments need to improve policy goals and incentives for better effectiveness in this evolving market.
Area of Science:
- Business and Economics
- Public Policy
- Digital Commerce
Background:
- Live streaming e-commerce has rapidly expanded since 2016, accelerating post-COVID-19.
- The industry's growth has led to a chaotic market environment, prompting government policy interventions.
Purpose of the Study:
- To analyze the cooperation network, policy content, and effectiveness of live streaming e-commerce regulations.
- To construct a three-dimensional policy analysis framework focusing on tools, effectiveness, and publishers.
Main Methods:
- Analysis of policy tools, evaluating their structure and distribution.
- Assessment of policy effectiveness, examining goal setting, priorities, and incentives.
- Examination of policy publisher synergy and departmental concentration.
Main Results:
- Policy tools are unbalanced, with environmental regulations (62.97%) dominating, particularly industry management, suppressing development enthusiasm.
- Most policies lack clear short-, medium-, and long-term goals, and imperfect incentive measures indicate insufficient government support.
- While publisher synergy is improving, there's an over-concentration within specific departments.
Conclusions:
- Current policies for live streaming e-commerce are structurally flawed, with an overreliance on regulatory tools.
- Policy effectiveness is limited by vague objectives and inadequate incentive mechanisms.
- Improving policy design and governmental support is crucial for sustainable industry development.
