ANALYSIS OF LOCUTION, ILLOCUTION, PERLOCUTION OF BUYER AND SELLER IN THE TIKTOK SHOP LIVE FORUM

Abstract

This descriptive qualitative study analyzed 15-minute video recordings of buyer-seller interactions on the TikTok Shop Live platform to identify and classify locutionary, illocutionary, and perlocutionary speech acts. The data were collected from a live streaming transaction session and analyzed based on speech act theory proposed by Austin and Searle. The results show that buyers often use representative and expressive illocutionary acts to express interest and seek clarification, while sellers primarily use directive and commissive illocutionary acts to persuade buyers and encourage quick purchasing decisions. Additionally, buyers' reactions—such as heightened engagement, follow-up inquiries, and direct purchases—reflect the perlocutionary effects of sellers' statements. These findings suggest that speech acts in live commerce serve as both strategic mechanisms that influence consumer behavior in real time and as communication tools. The research emphasizes that understanding these speech acts, which is grounded in pragmatic theory, is vital for deciphering the intentions and impacts of utterances. Ultimately, this understanding is crucial for sellers and buyers to enhance communication effectiveness, minimize misunderstandings, and improve the overall online shopping experience.