Evaluation of the Digital Divide Status and Its Impact on the Use of TikTok Platform Through E-Commerce Activities

Abstract

The current paper was looking at how the factors of content richness, trust, perceived ease of use, perceived usefulness and user satisfaction impact TikTok acceptance. Participants of this study were 145 Telecenter users from three regions in Jordan. Their use of TikTok platform in e-commerce activities was examined. The data from the survey were analyzed and the obtained results led to the discussion on the policy implications in guiding both government agencies and customers in their efforts in improving their e-commerce activities via TikTok platform. Avenues for forthcoming research were discussed as well.