FACTORS AFFECTING THE ADOPTION INTENTION OF TIKTOK APPLICATION
ปัจจัยที่มีอิทธิพลต่อความตั้งใจในการยอมรับการใช้งาน แอปพลิเคชัน TIKTOK
Keywords:
TikTok applications, Adoption intentions, Perceived value, TRA, Extension of VAMAbstract
TikTok is a trendy application and recognized by marketers as helping businesses to grow. TikTok employs a variety of marketing strategies. Therefore, it can be difficult for marketers to choose a strategy to use for advertising. This research has the objectives are as follows: (1) to study the perceived ease of use (PEOU) affected perceived usefulness (PU); (2) to study flow experience (FE) affected perceived enjoyment (PE); (3) to study the PEOU, PU, perceived interaction (PI), FE, and PE affected PV; and (4) to study PV, attitudes (AT) and subjective norms (SN) affected the adoption intentions (AI) of the TikTok application. The present research combines two theories. This study combines an extension of VAM and TRA theory into a unified framework. This data was obtained from 580 people, in the 18 - 34 age group, and experienced using the TikTok application. In this study, the quantitative method was employed through the use statistics: percentage, mean, standard deviation and partial least square structural equation modeling (PLS-SEM). The result indicated that (1) PEOU significantly and positively affected PU at statistically significant level of .001; (2) FE significantly and positively affected PE at statistically significant level of .001; (3) PU, PE, and FE significantly and positively affected PV at statistically significant level of .001 and .05; and (4) PV, AT, and SN significantly and positively affected AI at statistically significant level of .001.Downloads
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วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ
