Abstract:
The objectives of this research were to explore perceived value, user engagement, emotions, and usage intention of Thai TikTok users, as well as to investigate the influence of perceived value, user engagement, and emotions on TikTok usage intention. An online survey was employed to collect data from 289 participants who were TikTok users, aged between 18-38 years old. The findings showed that the respondents had high perceived value (M = 4.01), high engagement (M = 3.78), emotions (M = 3.75), and high usage intention (M = 3.97) towards TikTok. Furthermore, the results of the multiple regression analysis depicted that perceived value, user engagement, and emotions could together influence TikTok usage intention at 61% (R2 = 0.61). Among the three predictors, user engagement had the highest influence on usage intention (b = 0.39), followed by emotions (b = 0.27) and perceived value (b = 0.17).
