브랜드 유통 채널로서 중국 라이브 커머스의 이벤트 콘텐츠에 관한 연구

초록

As untact consumption increases due to Corona 19, liv e commerce, an online channel that sells products throug h live video streaming is drawing attention. Although liv e commerce in China is developed around Wang Hong, a one-person media, it is proposed in Korea mainly by com panies. This study aims to identify the development statu s and characteristics of live commerce in China, to stere otype the types of event contents and deduce the charact eristics of event contents shown in live commerce in Chi na. The method of this study was combined with the ana lysis of literature and case studies. For the analysis of th e case study, it was selected as the influencers with a hi gh number of followers on the representative live comme rce channel in China-Taobao Live. The study targets we re limited to the cases of event content introduced in the live commerce of the influencers, who ranked top3 in the number of followers in fashion and beauty broadcasting channels on Taobao Live, from August 2019 to July 2020. The analysis results are as follows. First, with the rise of untact service, live commerce is in the spotlight amon g consumers, and event content can attract consumers'' i nterest, which can induce broadcasting view and purchas e. Second, event contents were typified by sweepstakes events, product demonstration and evaluation, celebrity c ooperative broadcasting, coupons and free gift benefits th rough the analysis of broadcasting cases of Li Jiaqi, Wei ya, Lieer baobei. Third, the characteristics of the event c ontent shown in live commerce were interaction, discoun t, entertainment and information. This study proposes to be used as a basis for Internet-based marketing research.

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