Government Attitudes Toward Live Streaming: Evidence from China

Abstract

This paper investigates the development of the live streaming industry in China. Traditional promotion methods have to be replaced with live streaming which plays a key role in the growth of China’s e-commerce market. The research gathers actual data, cases of tax evasion as well as the supportive subsidies and suppressive restrictions deployed by the government. Using this information, the study analyses the relationship between the popularization of the live streaming industry and government policies. According to our analysis, the study finds that the live streaming industry’s impact on the whole society and the future government policies on this industry is unpredictable due to the frequent occurrence of illegal tax evasion, unreliable product quality, and the difficulty to guarantee after-sales service.