A STUDY ON THE IMPACT OF TIK TOK LIVE E-COMMERCE ON TOURIST CONSUMERS' PURCHASING INTENTION

Abstract

Live streaming e-commerce has rapidly evolved in recent years, becoming a key driver in the digital transformation of China's tourism industry. This shift has significantly reshaped traditional tourism marketing models. As China's leading short video and live streaming platform, TikTok offers consumers an interactive and real-time experience, influencing their purchase decisions. Compared to traditional tourism channels, TikTok live streaming enhances consumer trust and purchase intention through intuitive content presentation, real-time engagement, and social recommendations. This study explores the impact of TikTok live streaming on consumer purchase intentions in the Kunming tourism market, emphasizing its advantages and limitations relative to traditional tourism channels. Empirical data were collected through structured surveys and in-depth interviews, with systematic analysis identifying key factors affecting consumer decisions. The findings provide insights for tourism enterprises to optimize marketing strategies in response to the rapid expansion of live streaming e-commerce.