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This paper makes an empirical study on the adoption behavior of TikTok users. The empirical results show that Perceived Usefulness (PU), Perceived Enjoyment (PE) and Flow Experience (FE) have a significant positive effect on Perceived Value (PV); Perceived Ease of Use (PEOU) has a significant positive effect on PU; FE has a significant positive effect on PE. Besides, a full mediation exists between PEOU and Adopted Intention (AI) while a partial mediation exists between AI and PU, PE as well as FE.
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YE et al. (2020) studied this question.
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