Abstract
With the integration of social media and e-commerce platforms, TikTok has become an important online shopping platform. This study aims to explore the online shopping behavior patterns of different user groups on the TikTok platform through cluster analysis methods. By designing and implementing a questionnaire survey, data on users' personal characteristics, usage habits, and purchasing behaviors were collected. Applying cluster analysis techniques, users were divided into different groups, and the characteristics of each group were deeply analyzed. This paper mainly focuses on identifying whether users characteristics are closely related to their shopping behaviors. This study finds that engagement with live streaming shopping, diversity of products purchased, and frequency of shopping on TikTok are key factors influencing their online shopping behaviors. This research not only provides targeted marketing strategy suggestions for the TikTok platform but also offers a new perspective for understanding e-commerce behavior on social media platforms.
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