Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce

Tianyang Zheng

2025

Abstract

With the rapid advancement of digital technology, e-commerce has become a dominant force in the global retail industry. Among various models, live streaming e-commerce and shelf e-commerce have emerged as predominant paradigms, each offering unique advantages and challenges. This study explores consumer preferences between these two models, analyzing factors influencing decision-making and business strategies. A comparative case study between Taobao Live and Amazon highlights the operational differences. These structural distinctions generate divergent consumer behavior patterns: live streaming e-commerce fosters real-time interaction, trust, and impulse buying, whereas shelf e-commerce emphasizes structured browsing, product comparison, and convenience. The analysis identifies key issues such as misinformation and deceptive marketing in live streaming, decision fatigue, and inauthentic product evaluations in shelf e-commerce. Furthermore, logistical inefficiencies and data privacy concerns are common challenges in both models. To address these issues, this study suggests strengthening regulations and transparency in live streaming, optimizing AI-driven recommendations in shelf e-commerce, improving supply chain management, and enhancing data privacy protections. These measures aim to create a more trustworthy and consumer-friendly e-commerce environment. This research provides valuable insights for businesses to refine marketing strategies, enhance consumer engagement, and optimize profitability. Additionally, it contributes to consumer protection and policy development, ensuring a fair and sustainable digital marketplace.

Paper Citation

in Harvard Style

Zheng T. (2025). Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce. In Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA; ISBN 978-989-758-774-0, SciTePress, pages 12-19. DOI: 10.5220/0013803700004708

in Bibtex Style

@conference{iampa25,
author={Tianyang Zheng},
title={Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce},
booktitle={Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA},
year={2025},
pages={12-19},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013803700004708},
isbn={978-989-758-774-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA
TI - Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce
SN - 978-989-758-774-0
AU - Zheng T.
PY - 2025
SP - 12
EP - 19
DO - 10.5220/0013803700004708
PB - SciTePress