The Impact of Livestreaming E-commerce on Consumers and the Society

Exploring Behavioral, Economic, and Environmental Implications

Abstract

The development of live-streaming e-commerce has changed consumers' behaviors and reshaped the global economic map, carrying huge implications for the structures of society. This paper analyzes the bifurcated influence of live-streaming consumption on individual consumer welfare and the broader economy, noting its great potential to increase consumer engagement, stimulate impulsive buying behavior, and create jobs. This review, through a synthesis of existing literature, brings forth both the salutary and deleterious consequences of this modern-day phenomenon. While live-streaming e-commerce has brought about economic growth, increased consumer spending, and encouraged innovation in the industry, it also brought unsustainable consumption patterns, issues in supply chains, and regulatory problems. This paper, therefore, depicts a holistic approach to balancing economic benefits with social responsibility and consumers' welfare by presenting insights and recommendations for mitigating its negative effects while maximizing its benefits.