Exploring Live Commerce: Risk Adaptation and Business Sustainability Strategies During Permacrisis on TikTok Shop
DOI:
https://doi.org/10.31603/conference.17296Kata Kunci:
live commerce, consumer experience, business sustainability, permacrisis, tiktok shopAbstrak
The development of live commerce on TikTok Shop has transformed digital shopping into a more interactive and emotional experience; however, consumer experiences remain underexplored, particularly in the context of business sustainability in the era of permacrisis. This study aims to explore the factors shaping consumer experiences and the role of live commerce in supporting business adaptation and sustainability. It employs a qualitative case study approach through in-depth interviews with 18 active TikTok Shop consumers and non-participant observation of 10 live commerce sessions, with data analyzed using Braun and Clarke’s thematic analysis. The findings reveal five key dimensions of consumer experience, namely instant interaction, host closeness, stock urgency, transaction convenience, and post-purchase socialization, which encourage impulsive and hedonic buying behavior and enhance consumer engagement. These findings indicate that live commerce functions as a business sustainability strategy by increasing engagement, supporting adaptation to changing market dynamics, and strengthening business resilience in the era of permacrisis.
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