Exploring Key Factors of TikTok Influencing on Purchasing Decisions in Fashion Clothing Among Female University Students in Chengdu, China
Keywords:
TikTok, Female University Students, Fashion Clothing, Purchasing DecisionAbstract
This study focuses on female university students in Chengdu, China, and explores the influence of TikTok on their fashion clothing purchasing decisions. A qualitative research method was adopted, with data collected through focus group interviews involving 16 female university students from different academic years and with varying consumption frequencies. Thematic analysis was used to analyze the data.
The findings indicate that TikTok influences purchasing preferences and behaviors through multiple dimensions. The key factors include visual presentation, creative content, shopping convenience, social interaction, and promotional strategies. Based on these results, it is recommended that the TikTok platform use algorithms to push clothing content based on user age, shopping frequency and other characteristics, and strictly review clothing-related information to ensure authenticity and reliability. At the same time, clothing suppliers should customize products according to user needs and strengthen cooperation with TikTok to improve promotion effects and user shopping experience.Future research should consider expanding the sample size and examining new platform features. This study contributes to the growing body of research on the impact of social media on consumer behavior and offers practical insights for relevant industries.(Modified according to the suggestion in point 2).
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