Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)

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

Authors
Lian Chen1, *, Jingwen Wang2
1Wenhua College, Wuhan, Hubei, 430074, China
2Huazhong University of Science and Technology, Wuhan, Hubei, 430074, China
*Corresponding author. Email: 694890153@qq.com
Corresponding Author
Lian Chen
Available Online 1 October 2024.
DOI
10.2991/978-94-6463-538-6_41How to use a DOI?
Keywords
SOR model; the TikTok live; Jewelry products; Purchase intention
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.

Copyright
© 2024 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 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
1 October 2024
ISBN
978-94-6463-538-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-538-6_41How to use a DOI?
Copyright
© 2024 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  - Lian Chen
AU  - Jingwen Wang
PY  - 2024
DA  - 2024/10/01
TI  - The Influence of the TikTok Live Stream on Consumers’ Willingness of Buying Jewelry Products in China Based on SOR Model
BT  - Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)
PB  - Atlantis Press
SP  - 346
EP  - 352
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-538-6_41
DO  - 10.2991/978-94-6463-538-6_41
ID  - Chen2024
ER  -