The Users’ Purchase Behavior Research of Buying Clothing of Live Streaming eCommerce on Tiktok

This paper focuses on the Tiktok platform and clothing commodity categories, and takes consumers watching live shopping with goods as the main research object to conduct research on user purchase behavior. Based on the S-O-R theoretical model, this study established a research model of the impact of Tiktok platform live broadcast with goods on consumers’ purchase behavior of clothing goods, with the characteristics of Tiktok platform live broadcast room and anchor as the stimulus S, perceived value and satisfaction as the media O, and purchase behavior as the response R. After obtaining data through questionnaire survey, SPSS was used to test the reliability and validity of the collected questionnaire data, and then linear regression was used to further verify the hypothesis, and the Mesomeric effect was tested through the stepwise Law of Return method. After testing and modifying the hypothesis theoretical model, a modified model was obtained, and based on this, operational suggestions were put forward.