Augmenting TikTok shop adoption: The mediating role of  Key Opinion Consumers (KOCs) in live streaming, video content,  and Artificial Intelligence (AI) recommendations

Minh Thi Hong Le; Hieu Ngoc Minh Pham; Ly Thi Truc Nguyen; Thuy Thi Xuan Le; Suong Thi Mai Nguyen

doi:10.46223/HCMCOUJS.econ.en.15.2.2939.2025

15(2)2025

Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations

Author - Affiliation:

Minh Thi Hong Le - University of Economics Ho Chi Minh City, Ho Chi Minh City , Vietnam

Hieu Ngoc Minh Pham - University of Economics Ho Chi Minh City, Ho Chi Minh City , Vietnam

Ly Thi Truc Nguyen - University of Economics Ho Chi Minh City, Ho Chi Minh City , Vietnam

Thuy Thi Xuan Le - University of Economics Ho Chi Minh City, Ho Chi Minh City , Vietnam

Suong Thi Mai Nguyen - University of Economics Ho Chi Minh City, Ho Chi Minh City , Vietnam

Corresponding author: Minh Thi Hong Le - minhlth@ueh.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.15.2.2939.2025

Submitted: 24-08-2023
Accepted: 28-11-2023
Published: 24-05-2024

Abstract

There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regard to their engagement in entertainment and self-publishing of videos. Key Opinion Consumers (KOCs) are individuals who provide evaluations from the consumer’s perspective. This emerging trend involves the creation of online review videos, which aligns with the evolving nature of e-commerce platforms. An online survey was administered to enlist a total of 251 individuals who are active users of the social media platform TikTok. The recruitment process included an online network sampling approach. The results of our study indicate that factors such as video lengths, live streaming, and Artificial Intelligence (AI) algorithms for recommendation have a substantial impact on the use of TikTok. The findings indicate that KOCs play a crucial role in mediating TikTok use patterns and uptake. This research enhances the comprehension of media use within the framework of uses and gratification, both in terms of theoretical and empirical aspects.

JEL codes

M31; M37

Keywords

behavioral intention; KOCs; uses and gratifications; using adoption; video lenghth

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Cite this paper as:

Le, M. T. H., Pham, H. N. M., Nguyen, L. T. T., Le, T. T. X., Nguyen, S. T. M. (2025). Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 15(2), 85-104. doi:10.46223/HCMCOUJS.econ.en.15.2.2939.2025

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.2939.2025