Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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What are Factors Affecting Consumer Behavior

A Case Analysis of TikTok

Authors
Tianyi Hua1, *, Qixuan Ma2, Shiran Zeng2
1Hefei No. 1 CBC High School, Hefei, 230000, Anhui, China
2Shenzhen Foreign Languages School, Shenzhen, 51800, China
*Corresponding author. Email: zengmingwei@zztzkg.com
Corresponding Author
Tianyi Hua
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_113How to use a DOI?
Keywords
TikTok; SWOT; live streaming
Abstract

With the development of the Internet and e-commerce, people are willing to shop online. As a result, live streaming becomes a popular channel of online shopping. A variety of factors are considered to contribute to its popularity. As a newly started business, live streaming on TikTok is still exploring ways to enhance its competitiveness among traditional live streaming platforms. Nonetheless, a direct analysis of the typical influential factors that relate to people’s shopping desires on TikTok is lacking. Here we report the possible reasons accounting for the shopping behavior in TikTok’s live streaming with proportion, enabled by the SWOT analysis. We demonstrate that the platform effect, anchor influence, propaganda strategy, and service convenience are vital determinants for purchases in TikTok’s live streaming. Our work could help form a comprehensive understanding of consumer shopping behavior, which may lead to a more rational purchase and a positive improvement for TikTok’s live streaming environment.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_113How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tianyi Hua
AU  - Qixuan Ma
AU  - Shiran Zeng
PY  - 2022
DA  - 2022/11/19
TI  - What are Factors Affecting Consumer Behavior
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 935
EP  - 947
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_113
DO  - 10.2991/978-2-494069-05-3_113
ID  - Hua2022
ER  -