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Research Article

Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China

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Lin Qiongli , Gynnyn Gumban
Psych Educ Multidisc J, 2025, 37 (9), 933-937, DOI: https://doi.org/10.70838/pemj.370902, ISSN 2822-4353
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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.

Keywords lived experiences consumer engagement live-selling entrepreneurship technological integration e-commerce innovation
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The team behind this paper

2 authors, 1 institution.

This paper Central Philippine University Central Philippine Univ… 2 authors Lin Qiongli — corresponding author LQ Lin Qiongli ✉ Gynnyn Gumban GG Gynnyn Gumban

Readership

456 reads over 18 months.

May 2025 October 2026

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Gynnyn Gumban 0xfB3741…92EcB3 450,000 (45%)
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Bibliographic Information

Lin Qiongli, Gynnyn Gumban, (2025). Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China, Psychology and Education: A Multidisciplinary Journal, 37(9): 933-937
Bibtex Citation
@article{lin_qiongli2025pemj,
author = {Lin Qiongli and Gynnyn Gumban},
title = {Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2025},
volume = {37},
number = {9},
pages = {933-937},
doi = {10.70838/pemj.370902},
url = {https://scimatic.org/index.php/show_manuscript/5228}
}
APA Citation
Qiongli, L., Gumban, G., (2025). Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China. Psychology and Education: A Multidisciplinary Journal, 37(9), 933-937. https://doi.org/10.70838/pemj.370902

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