Feasibility of live-streaming ecommerce in Finland : benchmark case: China
Leng, Phuong (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121435951
https://urn.fi/URN:NBN:fi:amk-2025121435951
Tiivistelmä
This thesis examines the feasibility and potential of introducing the live-streaming e-commerce model to Finland, where the concept is still largely unfamiliar. Using China’s sophisticated live-streaming commerce ecosystem as a reference, the study assesses whether this model can be successfully adapted for the Finnish market. Although live-streaming e-commerce has experienced rapid growth in Asia and is gradually being adopted by Western companies, it has not yet gained significant traction in Finland, and research on this topic is limited.
To address this gap, the study combines secondary data analysis with a primary quantitative survey that explores Finnish consumers’ online shopping behaviors, their attitudes towards emerging retail technologies, and their openness to livestreaming formats. These insights are analyzed using different theoretical frameworks, including Porter’s Diamond Model, the Stimulus–Organism–Response (SOR) paradigm, and the Technology Acceptance Model (TAM), offering a thorough understanding of the cultural, technological, and behavioral influences involved.
The findings indicate that while live-streaming commerce is still developing in Finland, the country shows high digital maturity, secure payment systems, and increasing consumer interest in innovative shopping methods. Finnish consumers clearly prefer transparency, practicality, and efficiency, suggesting that a successful model should differ from China’s entertainment-focused approach. Instead, streamers should focus on informative demonstrations, building trust, and engaging viewers efficiently.
This thesis concludes that Finland possesses the necessary infrastructure, consumer base, and regulatory framework to support culturally adapted live-streaming e-commerce. With strategic leverage, Finland could become a pioneer in the Nordic region, securing a competitive edge in shaping the future of interactive digital retail.
To address this gap, the study combines secondary data analysis with a primary quantitative survey that explores Finnish consumers’ online shopping behaviors, their attitudes towards emerging retail technologies, and their openness to livestreaming formats. These insights are analyzed using different theoretical frameworks, including Porter’s Diamond Model, the Stimulus–Organism–Response (SOR) paradigm, and the Technology Acceptance Model (TAM), offering a thorough understanding of the cultural, technological, and behavioral influences involved.
The findings indicate that while live-streaming commerce is still developing in Finland, the country shows high digital maturity, secure payment systems, and increasing consumer interest in innovative shopping methods. Finnish consumers clearly prefer transparency, practicality, and efficiency, suggesting that a successful model should differ from China’s entertainment-focused approach. Instead, streamers should focus on informative demonstrations, building trust, and engaging viewers efficiently.
This thesis concludes that Finland possesses the necessary infrastructure, consumer base, and regulatory framework to support culturally adapted live-streaming e-commerce. With strategic leverage, Finland could become a pioneer in the Nordic region, securing a competitive edge in shaping the future of interactive digital retail.