Research on Behavioural Traits and Marketing Strategies of Chinese University Students Using Tiktok Live-streaming Platforms

Abstract

China’s economic growth has been revitalized by the gradual rise of the e-commerce industry resulting from the Internet’s development. In 2020, due to the COVID-19 pandemic, the “contactless economy” of live streaming reached its zenith, and people can make purchases without leaving their homes thanks to the virtual shopping environment created by live e-commerce. As emerging consumers of short video platforms, university students have enormous spending potential, and it appears that capturing them is capturing the future. In this paper, we apply the PEST-SWOT analysis method to analyze and compare the strengths, weaknesses, opportunities, and challenges of TikTok’s live e-commerce platform with the political, economic, social, and technological environment. Based on the analysis, this paper proposes countermeasures believed to be useful for promoting the platform’s sustainable development.