2023
DOI: 10.1108/imds-10-2022-0655
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Identify the effect of government regulations on the live streaming e-commerce

Minghuan Shou,
Jie Yu,
Ruinan Dai

Abstract: PurposeOn December 20, 2021, Viya, a social media influencer (SMI) with the largest number of followers in China, was exposed for having evaded RMB 643 million in taxes during 2019 and 2020. Consequently, she was fined a total of RMB 1.341 billion by the tax authorities. While the strict government regulations demonstrated in the Viya event may build confidence in the consumers for future purchases, the exposure of issues and problems through implementation of the stronger government regulations may warn consu… Show more

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Cited by 2 publications
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