The Influence of the TikTok Live Stream on Consumers’ Willingness of Buying Jewelry Products in China Based on SOR Model

Lian Chen () and Jingwen Wang ()
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Lian Chen: Wenhua College
Jingwen Wang: Huazhong University of Science and Technology

A chapter in Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024), 2024, pp 346-352 from Springer

Abstract: Abstract Since the web livestream flourished in China in 2016, it has impacted the Internet vertical field and is rapidly integrated with various industries. The e-commerce platform has also evolved from the traditional graphic website into the platform with function of live streaming in mobile e-commerce network, and the contents gradually tend to be e-commercialized. Through the selection of the TikTok platform as the research object, with the establishment of Stimulus-Organism-Response (SOR) model, this paper investigates the willingness of the TikTok users to purchase jewelry products online, and explores the influencing factors of network live stream on consumers’ willingness to purchase jewelry products. Based on the data analysis, the paper draws research conclusions and puts forward some suggestions such as optimizing the layout, improving the interactivity, ensuring the authenticity, strengthening consumers’ trust in the anchor, and improving the service of the direct live room.

Keywords: SOR model; the TikTok live; Jewelry products; Purchase intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-538-6_41

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