The rising of livestream business model: Insights fromthe case study of TikTok in the UK

Jian Qin Zhao, Hong Lei Li*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)
234 Downloads (Pure)

Abstract

Consumer purchasing behaviours have experienced a revolution from offline shopping malls to social media Livestream during the last decade (Sorescu et al., 2011). This study adopts the case-study approach and an online focus group with the managers of TikTok trading business in the UK to examine how TikTok's retailing path can help brands or sellers build a close tie with consumers. This paper concludes with how the TikTok Livestream commercialization pathway impacts the conventional business model. Three conclusions are drawn from this study. Firstly, a video creator who holds the Intellectual Property of a TikTok account plays an essential role as the Livestream video influencer. They have created value for their followers and drive consumers' intention of purchasing behaviour. The livestream of video creators provides opportunities for consumers to interact with the video creator and other consumers. Secondly, Livestream video shopping breaks the limitations of offline physical space and attracts consumers efficiently. Thirdly, social e-commerce empowered by artificial intelligence technologies including image analysis and text analysis plays an essential role in targeting consumers and sustaining the operation of the Livestream shopping platform.

Original languageEnglish
Title of host publicationProceedings of The International Conference on Electronic Business
Subtitle of host publicationVolume 22
EditorsEldon Y. Li, Peter Ractham, Benjamin Yen
Place of PublicationBangkok, Thailand
Pages535-543
Number of pages9
Volume22
Publication statusPublished - 17 Oct 2022
Event22nd International Conference on Electronic Business, ICEB 2022 - Virtual, Online, Thailand
Duration: 13 Oct 202217 Oct 2022

Publication series

NameProceedings of the International Conference on Electronic Business (ICEB)
ISSN (Print)1683-0040

Conference

Conference22nd International Conference on Electronic Business, ICEB 2022
Country/TerritoryThailand
CityVirtual, Online
Period13/10/2217/10/22

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