AN ANALYSIS OF ILLOCUTIONARY SPEECH ACTS IN TIKTOK LIVE SHOPPING: A CASE STUDY OF LOZY HIJAB

Abstract

The rapid growth of TikTok Live Shopping has created an interactive commercial environment where language functions as both a persuasive and relational resource. While previous studies have examined illocutionary speech acts in live shopping, limited attention has been given to their role in building seller–consumer relationships. This study investigates illocutionary speech acts in TikTok Live Shopping and their contribution to interpersonal relationship development. Using a qualitative case study, 158 utterances from three Lozy Hijab live shopping sessions were analyzed using Searle’s taxonomy of illocutionary speech acts and Knapp and Vangelisti’s relational communication model. The findings show that directive and representative acts dominate the interactions, serving to encourage purchases, provide product information, engage audiences, and reduce consumer uncertainty. Expressive and commissive acts further support emotional rapport and consumer trust. The interactions are predominantly characterized by the intensifying stage, suggesting that live commerce emphasizes sustained seller–consumer engagement rather than formal relational commitment. By integrating speech act theory with interpersonal relationship theory, this study demonstrates how illocutionary acts function as both persuasive and relational resources in synchronous digital commerce.