INFLUENCE OF THE TIKTOK APPLICATION ON THE ONLINE SHOPPING BEHAVIOR OF COLLEGE STUDENTS
คำสำคัญ:
Influence, TikTok Application, Online Shoppingบทคัดย่อ
This study examines the impact of TikTok on students' online shopping behavior, focusing on the platform's unique algorithm-driven personalization and interactive features. The study targeted approximately 15,000 Chinese students from Hunan Province, collecting 434 valid responses through a structured online questionnaire. The questionnaire covered demographic characteristics, factors influencing online shopping behavior and shopping preferences. Statistical methods, including frequency and percentage analysis, were used in the data analysis to summarize the results in tables and narratives.
The results show that the social and interactive nature of TikTok significantly influences shopping behavior. Popular hashtags and recommendations from friends proved to be the most important means of discovering new content, while ads highlighting discounts and creative content were particularly influential. In addition, interactive features such as live streaming and user comments played an important role in enhancing the shopping experience, encouraging user trust and engagement. Marketers should adopt ethical advertising practices and combine authenticity with creativity, while educators and policy makers should prioritize initiatives that provide students with the necessary skills to critically evaluate content.
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