Dissertation Proposal: Chinese Live Streaming eCommerce Sales Analysis

This dissertation proposal aims to analyze the exponential growth of Chinese live streaming eCommerce sales on social media, particularly in light of the Covid-19 pandemic. It outlines the objectives to evaluate this growth, identify the methods employed for these sales on social media platforms, and recommend ways to enhance them. The proposal includes a literature review highlighting the increasing reliance on live streaming for eCommerce in China, with social media influencers playing a crucial role. The research methodology details the use of interpretivism research philosophy, exploratory research design, and inductive research approach. Both primary and secondary data will be collected, with thematic data analysis used to analyze qualitative textual data from a sample of 20 people working in eCommerce. This document provides a foundational overview of the intended dissertation, setting the stage for a comprehensive investigation into the dynamics of live streaming eCommerce in the Chinese market. Desklib provides access to a wide array of similar documents and solved assignments to support students in their academic pursuits.

DISSERTATION
PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Topic............................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research questions.......................................................................................................................1
Rationale......................................................................................................................................1
LITERATURE REVIEW................................................................................................................1
RESEARCH METHODOLOGY....................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Topic
Chinese live streaming eCommerce Sales on social media
Aim
To analyse Chinese live streaming eCommerce Sales on social media
Objectives
 To evaluate exponential growth of live streaming eCommerce Sales in China
 To identify ways in which live streaming eCommerce Sales are done on social media in
China
 To recommend ways in which live streaming eCommerce Sales on social media in China can
be enhanced.
Research questions
 Explain exponential growth of live streaming eCommerce Sales in China.
 What are the ways in which live streaming eCommerce Sales are done on social media in
China?
 Recommend ways in which live streaming eCommerce Sales on social media in China can be
enhanced.
Rationale
This topic has been chosen because during this Covid-19 pandemic there has been
exponential growth within e-commence sales because maximum number of Chinese people used
to shop online during this pandemic. Various e-Commence websites have even started sales on
social media through social media influencer (Hu and Chaudhry, 2020).
LITERATURE REVIEW
According to the view of Hu and Chaudhry, (2020) today due to current pandemic
situation live streaming e-Commerce sales has been increasing. People prefer to hop online in
live streaming sales of e-commence more and more. In fact, during this pandemic these live
streaming eCommerce Sales in China has growth till such an extent that now even on social
media. Various e-Commence organizations in China are paying social media influencer to
participate in live streaming e-commerce sales in order to make it successful and increase sales
on social media. According to current statistics China has highest rate of e-commence sales as
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compared to any other country even more than US (Peng and et. al., 2021). In fact, in 2020, these
live streaming e-commerce online sales has increase drastically by approximately 60%.
As per the view of Xiaojun, (2020) increasing usage of social media has given rise to live
streaming e-commerce sales on social media. Today a greater number of organizations are
paying celebrities and influencers to participate in live video streaming online sales in real time
for their audience.
RESEARCH METHODOLOGY
Research philosophy
For this dissertation interpretivism research philosophy will be used for interpreting
elements of research into dissertation.
Research design
For this dissertation exploratory research design will be used for exploring all the main
elements of this dissertation.
Research approach
Inductive research approach will be used for this dissertation for proposing observation
and theories towards end of the research.
Data collection method
For this dissertation both primary and secondary data will be collected by the researcher.
Secondary data will be used to develop a base for the research and will be collected with the help
of books, journals, articles etc. and primary data will be collected by the researcher with the help
of survey.
Data analysis
For this dissertation thematic data analysis will be used for analysis of qualitative textual
data collected by the researcher.
Sampling
Sample size that will be selected for this dissertation is 20 people working e-commence website.
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REFERENCES
Books and Journals
Hu, M. and Chaudhry, S.S., 2020. Enhancing consumer engagement in e-commerce live
streaming via relational bonds. Internet Research.
Peng, L., and et. al., 2021. Optimal farmer’s income from farm products sales on live streaming
with random rewards: Case from China’s rural revitalisation strategy. Computers and
Electronics in Agriculture, 189, p.106403.
Xiaojun, Y., 2020. Study on The Communication Impact of Live Streaming E-Commerce Mode
in China.
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