Details of Research Outputs

With the development of Web 4.0, TikTok, as well as many social media platforms, has played one of the most important roles for many people especially millennials. The relationship between social media and customer behavioral intention has always been the hot spot for the hospitality industry, therefore, this study aimed to identify theme parks’ potential determinants on customers’ visiting intention on short video platforms such as TikTok. Results indicated the significant influences of social interaction, informativeness, and trust on the perceived usefulness, and also proved the significant influences of perceived usefulness, ease of use, and playfulness on the corresponding visiting intention. This study made up for the blank of how the TAM model works in TikTok, extended the perceived playfulness to the TAM model, and also contributes to theme park marketers, operators, online vloggers, and even local government.