| With the rapid development of Internet technologies and the new media industry,new shopping pattern such as live streaming e-commerce are rapidly developing and constantly changing people’s lifestyles.2016 is considered to be the start year of ecommerce live streaming in academical world.Since then,the industry scale has expanded rapidly,the industry chain has accelerated to improve,and major live streaming platforms have continuously created new sales myths,attracting more and more merchants to layout live streaming channels.The newly settled brand is called a cold start brand by the live streaming platform.During this period,merchants will encounter problems such as long cold start cycles,low investment returns,poor product selection strategies,inability to revert,inaccurate account positioning,slow follower growth,and poor live streaming skills.Therefore,how to help newly entered merchants quickly improve the live streaming performance has become a main concern for live streaming platforms and merchants.This study focuses on the core issue of how to rapidly improve the live streaming performance of newly entered merchants.To begin with,the author collected a large number of first-hand materials through in-depth interviews,literature review,and nonparticipatory observation.Then transcribed audio files into editable text through Feishu Miaoji app,laying a solid foundation for subsequent coding.Next,the author uses a three-level coding research method to encode the first-hand text corpus level by level around the story line of "How Cold Start Merchants Quickly Improve the Live Streaming Performence".And then constantly summarizes the interrelationships between categories.By doing so,the generalization of each category slowly becomes stronger,and the theoretical model gradually becomes clearer.Finally,referring to the theoretical model and combining with the original corpus,the author analyzes and explains various factors that influencing the performance of cold start merchants’ ecommerce live streaming.The study found that the factors affecting the performance of cold start merchants’live streaming can fall into five categories:enterprise strength,external environment,enterprise willingness,activity operation,and tripartite support.Changes in the external environment affect the enterprises willingness and tripartite support.The enterprise willingness and the tripartite support interact and feedback each other.Enterprise willingness,tripartite support and enterprise strength directly affect the operation of live streaming activities.The better the operation effect of the activities,the better the performance of e-commerce live streaming.In the final part,this article analyzed the common problems that cold start brands are prone to in e-commerce live streaming.Classified them on the basis of the model,the research is concluded into five aspects:external environment,tripartite support,enterprise strength,enterprise willingness,and activity operation.Feasible suggestions are accordingly proposed. |
