On Adopted Intention of Short Video Apps Based on Perceived Value and VAM Theory

Abstract

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.