A Study on the Coordination of “People, Goods, and Space” in the Transformation from TV Shopping to E-commerce Livestreaming from the Perspective of Actor-Network Theory
中国政法大学
Abstract
With the rapid development of the digital economy, the transformation of traditional TV shopping enterprises into e-commerce livestreaming platforms has become a critical trend in the industry. This study, grounded in Actor-Network Theory (ANT), explores the coordination mechanisms among key elements—“people, goods, and space”—during the transformation process. The findings reveal that, to achieve an effective transformation, it is essential to construct an embedded and symbiotic interaction network between human actors (e.g., livestream hosts) and non-human actors (e.g., technological platforms, products, and algorithms) under the “people” dimension. Through embodied translation strategies, this network enables the symbolic construction of consumer desire. Regarding the “goods” dimension, dynamic product operation networks must be established based on data-driven product selection and algorithmic tracking to facilitate the co-evolution of demand insight and market responsiveness. Under the “space” dimension, the transformation from public to private traffic domains and the operation of online communities help build a rhizomatic relational network, driving a shift from one-way communication to a model of co-created value. This research provides both theoretical insights and practical guidance for the digital transformation of traditional TV shopping.
Keywords:
Actor-Network Theory; TV Shopping; E-commerce Livestreaming; Coordination of People-Goods-Space; Digital TransformationCopyright Notice & License:
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