Research Article
Consumption Behavior of TikTok Ceramic Products in Jingdezhen Based on AISAS: A Review
@INPROCEEDINGS{10.4108/eai.2-6-2023.2334660, author={Limin Fang and Shahriman Zainal Abidin and Zahirah Harun}, title={Consumption Behavior of TikTok Ceramic Products in Jingdezhen Based on AISAS: A Review}, proceedings={Proceedings of the 2nd International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2023, June 2--4, 2023, Nanchang, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2023}, month={8}, keywords={aisas ceramic products consumption behavior jingdezhen tiktok}, doi={10.4108/eai.2-6-2023.2334660} }- Limin Fang
Shahriman Zainal Abidin
Zahirah Harun
Year: 2023
Consumption Behavior of TikTok Ceramic Products in Jingdezhen Based on AISAS: A Review
ICIDC
EAI
DOI: 10.4108/eai.2-6-2023.2334660
Abstract
Today, many business entities use social media marketing strategies, especially TikTok, as their promotional medium. In the year of 2019, during the global fight against this epidemic, it is essential to find ways to interact and communicate with each other virtually in order to meet social demands. One of these ways is social media platforms, during which TikTok has rapidly risen. The main issue in the development of Jingdezhen ceramic industry has also ushered in its explosive development, on the one hand due to the background of the general environment of the epidemic, and on the other hand due to its deep ceramic cultural deposits. As for the methodology for this study, a review of the existing literature has been made and a compare focus to other ceramic production areas, Jingdezhen ceramic culture has its unique charm. The first May Day long holiday after the epidemic was liberalized, Jingdezhen became a net-worthy city loved by young people. This is thanks to the ceramic culture spread by the TikTok platform, allowing the city's culture to be discovered by more people. It has also brought great changes and benefits to Jingdezhen's ceramic industry. Sequentially, we use AISAS non-linear model to study the behavior of ceramic product line consumers in Jingdezhen TikTok. People who have had experience in purchasing ceramic products online were selected for the study.
