Research on the Practical Logic Model of Knowledge-Based Live Commerce Streamer

Abstract

In recent years, with the increasing homogenization of competition among live commerce streamers, the industry ecology has been deteriorating. As a rising star in the field of livestreaming, knowledge-based streamers have brought a huge impact to traditional ones and achieved great business success. They not only create a new trend of differentiated competition among streamers, but also to some extent promote the transformation and upgrading of live commerce industry. To the authors' best knowledge, no studies in research literature have focused on the practical logic of knowledge-based streamers. Therefore, this research takes knowledge-based streamers of China as the research objects, collects and analyzes relevant news, policies, literature, and interview materials. Through the grounded theory, this research summarizes and refines these practical experiences, explores the practical logic in the process of livestreaming, and establishes a theoretical model.