The Decline of Offline Business: The Impact of TikTok Technology Transformation in the Digitalization Era

Cahyasari Kartika Murni ()
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Cahyasari Kartika Murni: Institut Teknologi Dan Bisnis Widya Gama Lumajang, Informatics Department

A chapter in Proceedings of the Conference on SDGs Transformation Through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023), 2023, pp 147-152 from Springer

Abstract: Abstract In the digital age, businesses harness technology to maintain competitiveness and are increasingly leveraging TikTok for broader outreach. This study investigates TikTok’s role in shaping online purchasing behavior. Results demonstrate a positive correlation between increased TikTok usage and heightened engagement in online shopping. The ease of conducting online transactions through TikTok is a significant mediator in this relationship. However, the study reveals that the impact of online product prices on purchase decisions is rather limited. To flourish in this digital landscape, offline businesses must innovate their marketing strategies and prioritize the enhancement of user experiences. The combined utilization of technology and the creation of captivating TikTok content emerges as a pivotal factor in influencing the online purchasing decisions of digitally connected consumers. This research underscores the growing significance of TikTok as a dynamic marketing tool in the digital era and its transformative potential in influencing the purchasing behavior of digitally adept consumers.

Keywords: —Utilization of Technology; TikTok; Online Purchase Decisions; Offline Businesses (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-346-7_28

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DOI: 10.2991/978-94-6463-346-7_28

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