Analysis of User Behavioural Intentions on Receiving Health Information from TikTok Short Videos

Acceptance of traditional media (magazines, radio, television) in conveying health information in the community has decreased when technological advances are increasing. The development of short video on social media platforms, such as TikTok, grew in popularity during the COVID-19 pandemic. TikTok has changed the way people find and share health information with engaging video content. However, so far there is no empirical evidence whether TikTok users are willing to accept health-related short videos. Acceptance refers to behavioral intentions, meaning that users will watch, read the message conveyed in the video, and share the video with others regarding health. This shows that there are various factors that influence the user’s intention to receive health information through short videos. This study uses the Uses and Gratifications Theory with modified variables Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to analyze what factors influence the behavioral intention of users in receiving health information through short videos. The variables in this research model consist of effort expectancy, performance expectations, information seeking, entertainment, habits, socialization, social influence, and demographics (gender, age and education). This study uses a quantitative approach by distributing questionnaires online to Indonesian respondents who use the TikTok application. The analysis was carried out on 570 valid respondent data using the PLS-SEM method. The results showed that the factors of business expectations, habits, socialization, social influence significantly had a positive influence on behavioral intentions and gender influenced the behavioral intentions of receiving short videos. Furthermore, this study found that cognitive needs, affective needs and social needs have a positive effect on the acceptance of TikTok short videos as health information media.