How far can we call tiktok shop live streaming a personal touchpoint?
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Published:
May 30, 2023
Keywords:
Personal touchpoint, Gen Z, TikTok Shop, Live streaming
Section
Informtion System
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Abstract
To analyze consumer behaviours of TikTok Shop live streaming, specifically the Gen Z generation towards emotional factors and to see its potential to become a personal touchpoint. Qualitative research was used to conduct the research, followed by interviewing three informants chosen from convenience sampling. The interview process took time from September until October 2022 using Zoom and filling out questions on the documents. The informants tend to use TikTok as the search engine, but when it comes to the live streaming part, they likely utilize the price reduction or vouchers to pay their orders with lower prices, hence there is no such thing as an emotional factor or interpersonal relationship in the buying activity on the platform. Conduct both quantitative and qualitative research as part of the product development process in order to maintain users’ attention towards TikTok Shop, especially the live streaming shopping feature and continue innovating to attract users and not make them rely on the price or promotion.
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How to Cite
Annisa, V. and Chusjairi, J. A. . (2023) “How far can we call tiktok shop live streaming a personal touchpoint?”, Jurnal Mantik, 7(1), pp. 507-517. doi: 10.35335/mantik.v7i1.3800.
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Zhang, Z. (2021). Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 43(2), 219–236.
Ahmadi, F., & Hudrasyah, H. (2022). FACTORS INFLUENCING PRODUCT PURCHASE INTENTION IN TIKTOK LIVE STREAMING SHOPPING. International Journal of Accounting, 7(43), 571–586.
Bhandari, A., & Bimo, S. (2022). Why’s everyone on TikTok now? The algorithmized self and the future of self-making on social media. Social Media+ Society, 8(1), 20563051221086240.
Dainton, M., & Zelley, E. D. (2022). Applying communication theory for professional life: A practical introduction. Sage publications.
Du, X., Liechty, T., Santos, C. A., & Park, J. (2022). ‘I want to record and share my wonderful journey’: Chinese Millennials’ production and sharing of short-form travel videos on TikTok or Douyin. Current Issues in Tourism, 25(21), 3412–3424.
Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s generation Z. International Journal of Engineering & Technology, 7(3), 245–253.
Faison, A. (2021). TikTok Might Stop: Why the IEEPA Cannot Regulate Personal Data Privacy and the Need for a Comprehensive Solution. Duke J. Const. L. & Pub. Pol’y Sidebar, 16, 115.
Heinemann, G. (2023). Business Systems and Benchmarks in e-Commerce. In The new online trade: Business models, business systems and benchmarks in e-commerce (pp. 261–401). Springer.
Hua, Q., & Chiu, C. L. (2022). Analysis of Young Chinese Purchase Intention on TikTok Live Streaming. Management Review: An International Journal, 17(1), 65–99.
Hulland, E. N., Wiens, K. E., Shirude, S., Morgan, J. D., Bertozzi-Villa, A., Farag, T. H., Fullman, N., Kraemer, M. U. G., Miller-Petrie, M. K., & Gupta, V. (2019). Travel time to health facilities in areas of outbreak potential: maps for guiding local preparedness and response. BMC Medicine, 17, 1–16.
Knox, S., Payne, A., Ryals, L., Maklan, S., & Peppard, J. (2007). Customer relationship management. Routledge.
Lee, H., & Cho, C.-H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341.
Lisdawati, I. (2021). Language Style and Register Used by Famous Content Creators in Tiktok Application. IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature, 9(2), 187–198.
Luo, X., Tabassum, N., & Nayak, B. S. (2022). The AIDA Model and the Impact of TikTok Video Streaming on Online Shopping: A Case Study of TikTok. In Modern Corporations and Strategies at Work (pp. 73–91). Springer.
Ma, Y., & Hu, Y. (2021). Business model innovation and experimentation in transforming economies: ByteDance and TikTok. Management and Organization Review, 17(2), 382–388.
Novita, D., Yuliani, N., Erzed, N., & Herwanto, A. (2022). EFFECTIVENESS OF DIGITAL STRATEGIC BRANDING FOR MSMEs USING TIKTOK. International Journal of Social Science, 2(2), 1267–1270.
Patel, K., & Binjola, H. (2020). Tik Tok the new alternative media for youngsters for online sharing of talent: An analytical study. Available at SSRN 3600119.
Raslie, H. (2021). Gen Y and gen Z communication style. Studies of Applied Economics, 39(1).
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia. The Winners, 22(2), 173–182.
Shutsko, A. (2020). User-generated short video content in social media. A case study of TikTok. Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing: 12th International Conference, SCSM 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings, Part II 22, 108–125.
Talwar, S., Talwar, M., Tarjanne, V., & Dhir, A. (2021). Why retail investors traded equity during the pandemic? An application of artificial neural networks to examine behavioral biases. Psychology & Marketing, 38(11), 2142–2163.
Venter, E. (2017). Bridging the communication gap between Generation Y and the Baby Boomer generation. International Journal of Adolescence and Youth, 22(4), 497–507.
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106–123.
Zhang, Z. (2021). Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 43(2), 219–236.
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