Perceived Value Affecting the Intention to Adopt TikTok Applications Among the Baby Boomer Generation
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Abstract
This research aimed to investigate: 1) the level of perceived value of use, 2) the level of behavioral intention to accept and use, 3) the relationship between perceived value and behavioral intention to accept and use, and 4) the specific dimensions of perceived value that affect the behavioral intention to accept and use the TikTok application among the Baby Boomer generation. Using a quantitative research approach, the study population comprised users of the TikTok application residing in Bangkok and its vicinity. Because the population size was unknown, a sample size of 400 participants was determined using Cochran’s formula, and the sample was selected through purposive sampling. The research instrument was a questionnaire. Data analysis was performed using percentages, means, standard deviations, and multiple regression analysis. The research findings revealed that: 1) the overall level of perceived value for using the TikTok application was high; 2) the overall level of intention to accept the use of the TikTok application was also high; 3) perceived functional, social, and emotional/entertainment value had a statistically significant positive relationship with the intention to accept the use of the TikTok application at the .05 level; and 4) perceived peer acceptance and interactive value significantly affected the intention to accept the use of the TikTok application among the Baby Boomer generation at the .05 level.
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