The impact of factors of technology acceptance of TikTok on perceived popularity and intention of media consumption among Chinese customers

Abstract

The rise of short video platforms, especially TikTok, has brought significant changes to the fields of digital marketing and e-commerce. This study focuses on the impact of factors of TikTok's technology acceptance on its perceived popularity and the media consumption intentions of Chinese customers. Conducting the survey research, this study analyzes how various factors of TikTok's technology acceptance influence its perceived popularity and further explores how this perceived popularity affects customers' media consumption intention. participants were Chinese TikTok users aged 18 years old to over 42 years old and have been using the TikTok platform for at least six months. The sample was selected using purposive sampling and convenience sampling. The mean and standard deviation were tabulated and hypothesis was tested using Stepwise Regression with the statistical significance 0.05. The findings revealed that (1) TikTok's technology acceptance has a significant positive effect on its perceived popularity; (2) Technology acceptance and perceived popularity have significant positive impact on the customers' media consumption intention; and (3) Technology acceptance of TikTok was a significant positive predictor of their consumption intention of TikTok. When examining the factors of technology acceptance, only two factors perceived usefulness and perceived privacy have a significant positive effect on Chinese customers' media consumption intention. Perceived ease of use and interactivity do not significantly predict Chinese customers' media consumption intention.This research provides new insights into the relationship between technology acceptance, perceived popularity, and media consumption intention in the context of TikTok's livestream e-commerce model. For marketers, these findings can help them better utilize TikTok and develop more effective engagement and sales strategies.