Hanyu Song, Seunghye Sohn, Journal of Internet Computing and Services, Vol. 26, No. 2, pp. 97-108, Apr. 2025
10.7472/jksii.2025.26.2.97, Full Text:  HTML
Keywords: Technology Acceptance Model (TAM), 'For You' recommendation, TikTok, Personalized Recommendation, continuous usage intention

Abstract

This study empirically analyzes the impact of TikTok’s ‘For You’ recommendation system on the attitudes and continuous usage intentions of elderly users. An online survey was conducted with 421 elderly users aged 60 and above in the Qingdao region of China. Personalization was set as an exogenous variable, and the analysis was based on the Technology Acceptance Model (TAM). The results showed that the degree of personalization had a positive effect on perceived usefulness, perceived ease of use, and perceived enjoyment. Furthermore, perceived ease of use and perceived enjoyment had a significant impact on shaping user attitudes. In contrast, perceived usefulness did not have a significant effect on user attitudes. In addition, user attitudes were found to positively influence continuous usage intentions, though the strength of this effect was relatively low. By extending the TAM to elderly users, this study empirically confirms the importance of perceived enjoyment in shaping user attitudes, thereby emphasizing the role of emotional experience in the adoption of digital platforms among elderly users. These findings suggest that personalized content delivery and intuitive user experience should be prioritized in the design of digital platforms for elderly users, and further provide directions for promoting digital engagement among the elderly and bridging the digital divide between generations.

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