Analyzing Shopping Behavior of the Middle-aged users in Tiktok Live Streaming Platform

With the popularity of live streaming platforms, an increasing number of middle-aged online users begin to spend plenty of time and money on these platforms. However, in China, most of the middle-aged users lack live shopping experience and detailed legal knowledge, which results that they are easier to build trust with live anchors. In light of this, this study analyses the online shopping behavior of middle-aged users and research the features of live streaming platform TikTok. Based on the analysis, the research model related to the trust-building between Chinese middle-aged online users and live anchors will be established.