This book builds a clear theoretical framework for understanding consumer decision-making in live streaming e-commerce, connecting global research insights with Chinese market realities. Using a four-dimensional lens—theory, context, characteristics, and methods—it uncovers both universal patterns and cross-country differences in how consumers behave in live-streamed shopping environments.

Drawing on bibliometrics, meta-analysis, and qualitative interviews, the book integrates international perspectives with China’s unique digital ecosystem, providing both theoretical depth and practical value. The book ultimately offers solid foundations and actionable guidance to support research advancement, policy development, and industry innovation in the fast-growing field of live streaming e-commerce.

Xiaoyu Xu, is currently an associate professor and doctoral supervisor at the School of Economics and Finance, Xi’an Jiaotong University. Her research focuses on the digital economy, with an emphasis on virtual digital intelligence society and industry. She has led or participated in more than 10 projects, including those funded by the National Social Science Fund, EU collaboration projects, and provincial-level initiatives. In the past five years, she has published over 30 papers in high-level domestic and international journals (SSCI/SCI/CSSCI), including ESI highly cited papers, A-category journals recognized by the National Natural Science Foundation of China, and top journals in her field. She has won multiple best paper awards at international conferences and edited or contributed to several textbooks. She currently serves as the Executive Editor of the International Journal of Electronic Business and as a reviewer for multiple SSCI journals. In addition, she previously worked at Alibaba’s headquarters, where she led the digital transformation of Taobao’s transaction security system and received the Excellent Scholar of the Huoshui Program award.