抖音短影音平臺Tik Tok之知覺有用性與知覺易用性對消費者購買意願的影響

The Effect of Perceived Tik Tok Usefulness and Perceived Tik Tok Ease of Use on Purchase Intention

近年短影音平臺崛起成為現代人閒暇之餘消磨時間、接收新訊息的管道，目前一款APP為抖音短影音平臺（Tik Tok）很受歡迎，隨著行動網路廣泛使用及人手一支手機、一台平板電腦方便隨時觀看線上影音，使得影音平臺上的影片愈來愈多元化或更具教學性，也包括創意、文化、教學或食衣住行育樂等，出現了許多Tik Tok創作者可藉由經營自己的影音平臺而獲得來自世界各地粉絲的青睞；也有許多品牌開始嘗試透過Tik Tok與創作者合作，以商品置入等方式來銷售產品，連帶著從商品置入到影響消費者的購買意願，因此，本研究旨在探討Tik Tok知覺有用性與知覺易用性對消費者購買意願的影響。本研究以觀賞Tik Tok的閱聽者作為研究對象，探討Tik Tok知覺有用性與知覺易用性對消費者購買意願的影響。本研究針對回收之177份有效問卷進行敘述性統計分析、相關分析、因素分析、信度分析及迴歸分析等。研究結果顯示：Tik Tok知覺有用性會正向影響消費者購買意願；且Tik Tok知覺易用性會正向影響消費者購買意願。最後，根據研究結果提出管理意涵及後續研究建議。 In recent years, short video platforms have been a place for people to spend their leisure time and a major channel to receive new information. Tik Tok, a mobile application serving as a short video platform, has been highly popular; the wide use of mobile internet and the prevalence of smartphones enable people to watch online videos at any time. This also has caused the videos on such platforms to be increasingly diverse or instructional, with topics including creativity, culture, food, clothing, houses, transportation, sports, and entertainment. Numerous video creators have attracted a great fandom worldwide by managing their own video platforms. Numerous brands have attempted to collaborate with video creators through Tik Tok, using the marketing technique of product placement to increase consumers' purchase intention. Moreover, studies have indicated that perceived usefulness and perceived ease of use positively influences consumers' willingness to purchase. A total of 200 questionnaires were administered and 177 valid questionnaires were returned, for a valid response rate of 88.5%. The empirical results are as follows: (1) perceived usefulness has a significant positive impact on the consumer purchase intention; (2) perceived ease of use has a significant positive impact on the consumer purchase intention. According to these results, managerial implications and suggestions for future studies were proposed.