Work

Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions

Year: 2023

Type: article

Abstract: TikTok, a widely used social media platform, recently introduced the TikTok Shop interactive feature, enabling users to shop directly from videos. This study, employing a quantitative descriptive method, gathered data through surveys and questionnaires, focusing on consumers who accessed TikTok Shop. The findings reveal a significant positive impact of TikTok Shop's interactive features on consumer purchasing decisions. Users frequently engaging with products showcased in TikTok Shop videos are more likely to make purchases. Additionally, recommendations and reviews from other users on the platform significantly influence consumer purchase decisions

Source: International Journal of Asian Business and Management

DOI: 10.55927/ijabm.v2i6.6891

Authors: Sri Dahniar, Widya Anugra, Adinda Sakinah, Widia Febrianti, Muhammad Hasan

Institution: State University of Makassar

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4390888349

FWCI: 2.115

Cites: 54

Cited by: 8

Related to: 10