Factors Affecting the Acceptance of Live Streaming Technology for Purchasing Products by Ubon Ratchathani Rajabhat University Students: Case Study of TikTok Application
Article Sidebar
Main Article Content
Abstract
Recently, live streaming technology has become increasingly popular worldwide due to its ability to enable viewers to interact and become closer to influencers in the online world. In Thailand, the platform that is highly popular for live streaming is TikTok, which started as an application for sharing short videos. It features a live streaming option called TikTok LIVE, which has become increasingly popular, especially among Generation Z. Importantly, this live streaming channel has also transformed into a venue for selling products and services. Therefore, this research aims to identify the factors affecting the intention of purchasing products through live streaming on TikTok among Generation Z in Ubon Ratchathani Province. The population for this study was the students of Ubon Ratchathani Rajabhat University. The data consisted of 239 sample participants. The data were collected using an online questionnaire, which was verified by three experts. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the hypothesis and explore the relationships between variables. The study found that service quality, system quality, perceived ease of use, and information quality significantly influenced the purchase intentions of Ubon Ratchathani Rajabhat University students through the TikTok application.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All authors need to complete copyright transfer to Journal of Applied Informatics and Technology prior to publication. For more details click this link: https://ph01.tci-thaijo.org/index.php/jait/copyrightlicense
References
Akter, S., D’Ambra, J., & Ray, P. (2013). Development and validation of an instrument to measure user perceived service quality of mHealth. Information & Management, 50(4), 181-195. https://doi.org/10.1016/j.im.2013.03.001
Chumpradit, K. & Yaothanee, W. (2023). Behavior of uses and gratification in the social media using of generation Z. CRRU Journal of Communication Chiangrai Rajabhat University, 6(1), 1-28. [In Thai]
Chung, Y. & Wei, X. (2020). Effects of perceived quality of TikTok on user satisfaction and continuance intention: and the role of commercial viability. The Journal of the Korea Contents Association, 20(6), 77-89. https://doi.org/10.5392/JKCA.2020.20.06.077
Cotactic. (2021). Live streaming คืออะไร? การตลาดแบบใหม่ เอาใจคน Gen z [What is Live Streaming? New marketing to Gen z ] Retrieved 25 July 2023. Retrieved from https://www.cotactic.com. [In Thai]
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982
DeLone, W. H. & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information systems research, 3(1), 60-95. https://doi.org/10.1287/isre.3.1.60
Firmansyah, I. & Mahfudz, M. (2023). The effect of E-service quality and brand image on customer loyalty with customer satisfaction as a mediation variable. Journal of Business, Social and Technology, 4(2), 163-173. https://doi.org/10.59261/jbt.v4i2.151
Forbe, (2022). Livestream shopping: A $500 Billion Market In 2022 As Amazon, Google, Facebook, TikTok Jump. In?. Retrieved 25 July 2023. Retrieved from https:// www.forbes.com.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. The International Journal of Management Science, 28, 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in online shopping: An integrated model. Management Information System, 27(1), 51–90. https://doi.org/10.2307/30036519
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1-2), 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
Hanjaya, S. M., Kenny, S. K., & Gunawan, S. F. (2019). Understanding factors influencing consumers online purchase intention via mobile app: perceived ease of use, perceived usefulness, system quality, information quality, and service quality. Marketing of Scientific and Research Organizations, 32(2), 175-205. https://doi.org/10.2478/minib-2019-0035
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hu, L. T. & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological methods, 3(4), 424. https://doi.org/10.1037/1082-989X.3.4.424
Kim, H. W., Xu, Y., & Koh, J. (2004). A comparison of online trust building factors between potential customers and repeat customers. Journal of the association for information systems, 5(10), 13. https://doi.org/10.17705/1jais.00056
McKinney, V., Yoon, K. & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information systems research, 13(3), 296-315. https://doi.org/10.1287/isre.13.3.296.76
Petter, S., DeLone, W., & McLean, E. R. (2013). Information systems success: The quest for the independent variables. Journal of management information systems, 29(4), 7-62. http://www.jstor.org/stable/43590100
Qin, Y., Omar, B., & Musetti, A. (2022). The addiction behavior of short-form video app TikTok: The information quality and system quality perspective. Frontiers in Psychology, 13, 932805. https://doi.org/10.3389/fpsyg.2022.932805
Rovinelli R. J. & Hambleton R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal for Educational Research, 2, 49–60. https://psycnet.apa.org/record/1979-12368-001
Saputri, R. D. & Rahmawan, G. (2023). Endorse influencers, e-service quality and perceived ease of buying interest. Manager, 6(3), 73-79. https://ejournal2.uika-bogor.ac.id/index.php/Manager/article/view/458
Sharabati, A. A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M., & Abu Ghoush, Q. (2022). The impact of TikTok user satisfaction on continuous intention to use the application. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 125. https://doi.org/10.3390/joitmc8030125
Sheng, C. & Yang, S. B. (2022). The Impact of Influencer characteristics and platform affordances on the likeliness of impulse buying: Focusing on the Chinese TikTok live commerce platform. Journal of Korea Service Management Society, 23(2), 278-306. https://doi.org/10.15706/jksms.2022.23.2.012
Sohaib, D.Y. (2023). It’s show time how live commerce is transforming the shopping experience. Retrieved 25 October 2023. Retrieved from https://medium.com/@dellaoui/its-showtime-how-live-commerce-is-transforming-the-shopping-experience-fd51eaf546af
Statista. (2020). Number of global TikTok users. Retrieved 12 July 2022. Retrieved from https://www.statista.com/statistics/1327116/number-of-global-tiktok-users/
Tam, C. & Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone & McLean and TTF perspective. Computers in Human Behavior, 61, 233-244. https://doi.org/10.1016/j.chb.2016.03.016
The standard. (2022). TikTok live streaming trend. Retrieved 12 July 2022. Retrieved from https://thestandard.co/tiktok-live-streaming-trend/
Tongam, W. & Parthanadee, P. (2023). Factor affectung consumer begavior puchasing products from application TIKTOK shop in Bangkok metropolitan region. Procedia of Multidisciplinary Research, 1(3), 42-42. [In Thai]
UBRU. (2023). ข้อมูลสถิตินักศึกษา [Student statistics information]. Retrieved 15 October 2023. Retrieved from http://www.apr.ubru.ac.th. [In Thai]
Urbach, N. & Müller, B. (2012). The updated DeLone and McLean model of information systems success. In: Dwivedi, Y., Wade, M., & Schneberger, S. (eds) Information Systems Theory. Integrated Series in Information Systems. New York, NY : Springer. https://doi.org/10.1007/978-1-4419-6108-2_1
Wu, J. H. & Wang, Y. M. (2006). Measuring KMS success: A respecification of the DeLone and McLean's model. Information & management, 43(6), 728-739. https://doi.org/10.1016/j.im.2006.05.002
Xin, N. Y., Ngieng, Z. Y., Batrisya, N. A., Shahdeena, N., Azriel, M., Rezandi, M., & Naqvi, R. R. (2023). How does TikTok shop live streaming advertising influence their consumers' purchase intention. Advances in Global Economics and Business Journal, 4(1), 13-25. https://doi.org/10.51748/agebj.v4i1.77
YouGov. (2022). Generational trends Thailand social media Gen Z. Retrieved 12 July 2022. Retrieved from https://bu.siness.yougov.com/content/44004-generational-trends-thailand-social-media-Gen-Z