Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations

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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Bibliographic Details
Main Authors: Minh Thi Hong Le, Hieu Ngoc Minh Pham, Ly Thi Truc Nguyen, Thuy Thi Xuan Le, Suong Thi Mai Nguyen
Format: Article
Language:English
Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2024-05-01
Series:Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
Subjects:
behavioral intention
kocs
uses and gratifications
using adoption
video lenghth
Online Access:https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2939
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