Analysis of Clothing Live Commerce Mode and Green Live Streaming Strategy
Based on the business model theory,this paper makes a case study on the live commerce patterns of clothing,and puts forward suggestions to promote the green live streaming of clothing from the three aspects of consumers,businesses and regulators.The research found that clothing merchants provide services of live commerce for consumers through value proposition,value creation and value acquisition,and have begun to practice green live streaming.The promotion space for green consumption of live commerce mainly focuses on the sales process of live commerce and the product attributes of live streaming.It is proposed that consumers should practice green consumption from the two aspects of decision-making process and product attributes,businesses should promote green live streaming with reference to the responsibility extension system,and regulatory agencies should formulate and improve green live broadcasting norms for clothing.
Clothing Live CommerceGreen Live StreamingElectronic CommerceDigital Consumption
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NSTL
万方数据
