Research on the Marketing Factors and Development Mechanism of Tiktok Short Video

Abstract

The objectives of this study are: 1.To explore the components of the marketing factors and development mechanism of Tiktok short video. 2. To develop managerial guidelines to the marketing factors and development mechanism of Tiktok short video.

A mixed methodology research approach is utilized. The study surveyed 320 students and instructors from ten universities in Henan Province who are involved in the field of the marketing factors and development mechanism of Tiktok short video. The sample size was determined using a statistical program and obtained through stratified random sampling method, resulting in a total of 320 participants. Data was collected using a semi-structured interview, a five-point scale questionnaire, and a focus group discussion. Exploratory Factor Analysis (EFA) was the statistical method used for data analysis.

The findings of the study revealed that:1. There are four components of  the marketing factors and development mechanism of Tiktok short video which consist of TikTok Live platform product selection, TikTok live platform with goods product quality, after-sales experience to improve service satisfaction, live with goods differentiation. 2.There are 18 managerial guidelines to the marketing factors and development mechanism of Tiktok short video.