Exploring extrinsic and intrinsic motivation of using User-Generated media in China: An empirical study on TikTok

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During the COVID-19 period, governments have launched the "spatial distancing" policy to prevent virus transmission. With the shutdown of cultural and entertainment venues, information and communication technology (ICT) has taken on the role of alleviating the pressure caused by social distancing requirements, promoting more online activities, including user- generated media usage (UGM). In the absence of offline activities, UGM further proves the substantial economic benefits it brings. China, as the largest UGM market, provides unprecedented business opportunities for companies. Before implementing Chinese UGM market strategies, understanding users' motivations to use the media is essential. Therefore, this study investigates the extrinsic and intrinsic factors that affect the use and satisfaction of UGM in China. This study combines the Technology Acceptance Model (TAM) and Uses and Gratification Theory (U&G) to explore the motivations of using TikTok (Douyin), one of the most popular short video platforms that thrived during COVID- 19. The influences of perceived usefulness (PU), perceived ease of use (PEU), utilitarian motivations (UM), and experiential motivations (EM) on user's attitude, behavioral intention, and actual use. This study provides great value for companies to understand customer behaviors on TikTok (Douyin), thus better- implementing marketing strategies for achieving marketing goals, including customer involvement, communicating, and customer relationship management on this platform.

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New Normal and New Rules in International Trade, Economics and Marketing

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