E-Commerce Operational Strategies Through Live Delivery: Case Study of Tiktok’S Live Delivery Model
DOI:
https://doi.org/10.54097/hbem.v20i.12661Keywords:
TikTok, live delivery, Create value, E-commerce.Abstract
The development of new e-commerce marketing methods shows great potential, among which TikTok Live Delivery has attracted much attention as an emerging form. This study explores in depth the mechanism and development trend of TikTok Live Delivery and consumer attitudes and trends towards this mode. The study's findings suggest that factors such as authentic anchor image, high-quality product presentation, and instant interactive feedback are crucial to the success of live streaming in live marketing. In addition, the study reveals trends in the development of TikTok Live Delivery, calling for integrating more social and e-commerce features to meet consumers’ individual needs, thus facilitating the innovation and evolution of the marketing model. The study of TikTok Live Delivery provides a better understanding of the development of this emerging format in e-commerce. It provides companies with more thoughts and guidance on marketing strategies.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
