The Influence of Service Innovation on the Adoption and the Use of TIKTOK Technology Among Users in Chiang Rai Province

Abstract

          This research aims to: (1) examine the service innovation of the TIKTOK application perceived by users and (2) analyze the adoption of TIKTOK among the users in Chiang Rai Province. The study employed an accidental sampling method for selecting 400 TIKTOK users. The statistics used for analysis include frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings can be summarized as fallow:

          In terms of the demographic analysis, from the questionnaire respondents indicated that the majority were female, aged 20–30 years, with a secondary education level. Regarding occupation, it was found variously, including students, and their average monthly income was less than 10,000 baht. With regards to the analysis of TIKTOK application service innovation, generally, it indicated that users perceived at the highest level. The aspect with the highest average value was technology. technology ranking as the most prominent aspect. When considering each aspect, information and data were rated at a high level whereas process, technology, and environment were rated at the highest level. Regarding technology adoption and use, users demonstrated at the highest level overall. The stages with the highest average values were the evaluation and adoption stages. When considering each stage of the adoption process, namely, awareness, interest, evaluation, trial, and adoption, overall was rated at the highest level.  Based on the findings, it is recommended that the owner of TIKTOK application should provide fairness in user benefits by screening the information and content to be communicated through TIKTOK. Regression analysis of service innovation factors affecting TIKTOK adoption and use showed significant influences at the .05 level. The technology was identified as the most influential factor, followed by information, environment, and process.