Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations
There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regard to thei...
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| Format: | Article |
| Language: | English |
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HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2024-05-01
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| Series: | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2939 |
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| _version_ | 1850024162590982144 |
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| author | Minh Thi Hong Le Hieu Ngoc Minh Pham Ly Thi Truc Nguyen Thuy Thi Xuan Le Suong Thi Mai Nguyen |
| author_facet | Minh Thi Hong Le Hieu Ngoc Minh Pham Ly Thi Truc Nguyen Thuy Thi Xuan Le Suong Thi Mai Nguyen |
| author_sort | Minh Thi Hong Le |
| collection | DOAJ |
| description | There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regard to their engagement in entertainment and self-publishing of videos. Key Opinion Consumers (KOCs) are individuals who provide evaluations from the consumer’s perspective. This emerging trend involves the creation of online review videos, which aligns with the evolving nature of e-commerce platforms. An online survey was administered to enlist a total of 251 individuals who are active users of the social media platform TikTok. The recruitment process included an online network sampling approach. The results of our study indicate that factors such as video lengths, live streaming, and Artificial Intelligence (AI) algorithms for recommendation have a substantial impact on the use of TikTok. The findings indicate that KOCs play a crucial role in mediating TikTok use patterns and uptake. This research enhances the comprehension of media use within the framework of uses and gratification, both in terms of theoretical and empirical aspects. |
| format | Article |
| id | doaj-art-e341bad2e84249b18cb247ccb7fefd7d |
| institution | DOAJ |
| issn | 2734-9314 2734-9586 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
| record_format | Article |
| series | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| spelling | doaj-art-e341bad2e84249b18cb247ccb7fefd7d2025-08-20T03:01:11ZengHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEHo Chi Minh City Open University Journal of Science - Economics and Business Administration2734-93142734-95862024-05-011528510410.46223/HCMCOUJS.econ.en.15.2.2939.20252081Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendationsMinh Thi Hong Le0Hieu Ngoc Minh Pham1Ly Thi Truc Nguyen2Thuy Thi Xuan Le3Suong Thi Mai Nguyen4University of Economics Ho Chi Minh City, Ho Chi Minh CityUniversity of Economics Ho Chi Minh City, Ho Chi Minh CityUniversity of Economics Ho Chi Minh City, Ho Chi Minh CityUniversity of Economics Ho Chi Minh City, Ho Chi Minh CityUniversity of Economics Ho Chi Minh City, Ho Chi Minh CityThere is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regard to their engagement in entertainment and self-publishing of videos. Key Opinion Consumers (KOCs) are individuals who provide evaluations from the consumer’s perspective. This emerging trend involves the creation of online review videos, which aligns with the evolving nature of e-commerce platforms. An online survey was administered to enlist a total of 251 individuals who are active users of the social media platform TikTok. The recruitment process included an online network sampling approach. The results of our study indicate that factors such as video lengths, live streaming, and Artificial Intelligence (AI) algorithms for recommendation have a substantial impact on the use of TikTok. The findings indicate that KOCs play a crucial role in mediating TikTok use patterns and uptake. This research enhances the comprehension of media use within the framework of uses and gratification, both in terms of theoretical and empirical aspects.https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2939behavioral intentionkocsuses and gratificationsusing adoptionvideo lenghth |
| spellingShingle | Minh Thi Hong Le Hieu Ngoc Minh Pham Ly Thi Truc Nguyen Thuy Thi Xuan Le Suong Thi Mai Nguyen Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations Ho Chi Minh City Open University Journal of Science - Economics and Business Administration behavioral intention kocs uses and gratifications using adoption video lenghth |
| title | Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations |
| title_full | Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations |
| title_fullStr | Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations |
| title_full_unstemmed | Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations |
| title_short | Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations |
| title_sort | augmenting tiktok shop adoption the mediating role of key opinion consumers kocs in live streaming video content and artificial intelligence ai recommendations |
| topic | behavioral intention kocs uses and gratifications using adoption video lenghth |
| url | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2939 |
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