Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China
Journal Title: Psychology and Education: A Multidisciplinary Journal - Year 2025, Vol 37, Issue 9
Abstract
This phenomenological study explored the lived experiences of 10 live-selling entrepreneurs in Guangdong Province, China, from June 2024 to January 2025. Through semi-structured interviews and Creswell’s six-step qualitative analysis, the study examined participants’ understanding of live-selling, motivations for adoption, perceived benefits and challenges, coping strategies, and industry insights. Eight major themes emerged, highlighting the role of consumer engagement, technological integration, market expansion, operational challenges, personal growth, and future innovations in live-selling. Findings offer valuable contributions to both theory and practice, emphasizing the importance of social presence, adaptive strategies, ethical considerations, and regulatory frameworks in shaping the sustainable growth of live e-commerce platforms.
Authors and Affiliations
Lin Qiongli , Gynnyn Gumban
Keywords
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- EP ID EP769309
- DOI 10.70838/pemj.370902
- Views 15
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