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Analysis of Perceived Usefulness and Playfulness on Intention to Use TikTok Shop (a Study on Teenagers in Kupang City)

In: Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)

Author

Listed:
  • Muhammad A. R. Dapubeang

    (Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business)

  • Ronald P. C. Fanggidae

    (Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business)

  • Merlyn Kurniawati

    (Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business)

Abstract

This research explored the use of TikTok Shop among teenagers in Kupang City through the lens of the Technology Acceptance Model. Perceived usefulness and perceived playfulness were investigated as determinants of their intention to use TikTok Shop. An associative approach is used for this research. The sample determination was done using the accidental sampling method, and the calculation was done using the Lemeshow method. The sample in this study was 100 late-year teenagers who were female respondents, ages 17–21, who are mostly student. Path analysis using partial least square with smart PLS 4.0 was used in this research. The research found both factors to have a positive and significant influence on the intention to use TikTok Shop. This indicates that teenagers are more expected to use the platform if they perceive it as useful and playful. The research underlines the need to include entertaining elements in the design and content of TikTok Shop to improve user engagement and experience.

Suggested Citation

  • Muhammad A. R. Dapubeang & Ronald P. C. Fanggidae & Merlyn Kurniawati, 2024. "Analysis of Perceived Usefulness and Playfulness on Intention to Use TikTok Shop (a Study on Teenagers in Kupang City)," Advances in Economics, Business and Management Research, in: Rolland Fanggidae & Paulina Amtiran & Petrus de Rozari & Doppy Roy Nendissa & I Komang Arthana & Tom (ed.), Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023), pages 4-18, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-411-2_2
    DOI: 10.2991/978-94-6463-411-2_2
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