¿Es TikTok el camino para el éxito comercial en redes sociales? La intención de uso
DOI:
https://doi.org/10.61154/holopraxis.v8i1.3454Palabras clave:
Redes sociales; plataforma digital; capital social; comercio electrónico; comercialización. (Tesauro UNESCO).Resumen
Este estudio se dedicó a examinar la intención de empleo de la plataforma TikTok con propósitos comerciales en el ámbito de las redes sociales. Para ello, se aplicó un Modelo de Aceptación de Tecnología (TAM) ampliado que incorpora variables como la facilidad de uso percibida, utilidad de uso percibida y la masa crítica, cuyos antecedentes se investigaron minuciosamente. La muestra consistió en 172 individuos jóvenes de entre 18 y 25 años, cuyas respuestas se sometieron a análisis mediante la técnica CB-SEM. Los hallazgos indicaron que tanto la facilidad de uso como la utilidad de uso percibida presentan una correlación estadísticamente significativa con la intención de uso. Sin embargo, se observó que la masa crítica no muestra una relación significativa con esta última variable. Esto sugiere que una mayor popularidad de la plataforma podría no ser un factor determinante para su adopción, posiblemente debido a preocupaciones sobre la promoción de estereotipos de belleza en TikTok.Descargas
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