Analysis of International Consumer Behavior: The Attraction and Purchase Motivation of TikTok Live Commerce

In recent years, with the development of internet technology and the popularity of social media, TikTok has emerged as a new social media platform, attracting a large number of users with its unique short video and live streaming features. TikTok live commerce, as a new type of e-commerce model, directly showcases products to consumers through live streaming and interacts with them in real-time, greatly enhancing the consumer purchase experience. This study aims to explore the attraction and purchase motivation of international consumers towards TikTok live commerce, analyzing its characteristics and consumer behavior to reveal the reasons for its success and future challenges.