IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-346-7_28.html

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

In: Proceedings of the Conference on SDGs Transformation Through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023)

Author

Listed:
  • Cahyasari Kartika Murni

    (Institut Teknologi Dan Bisnis Widya Gama Lumajang, Informatics Department)

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.

Suggested Citation

  • Cahyasari Kartika Murni, 2023. "The Decline of Offline Business: The Impact of TikTok Technology Transformation in the Digitalization Era," Advances in Economics, Business and Management Research, in: Imam Abrori & Indrian Supheni & Muhammad Mudhofar & Wahyuning Murniati & Nico Irawan & Arfan Ikhsan (ed.), Proceedings of the Conference on SDGs Transformation Through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023), pages 147-152, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-346-7_28
    DOI: 10.2991/978-94-6463-346-7_28
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-346-7_28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.