ANALYZING THE RELATIONSHIP BETWEEN COMMUNICATION FACTORS AND TIKTOK-BASED KNOWLEDGE DISSEMINATION FOR THE YOUNG GENERATION OF SHENZHEN IN THE DIGITAL AGE

บทคัดย่อ

This study investigates the relationship between communication factors and knowledge dissemination through short videos on TikTok among users in Shenzhen, China. The research focuses on four main objectives: (1) to explore the relationship between communication topic credibility and popularity with knowledge dissemination, (2) to analyze the relationship between content quality and interactivity with knowledge dissemination, (3) to explore the relationship between platform convenience and uniqueness with knowledge dissemination, and (4) to explore the relationship between audience preference and demand satisfaction with knowledge dissemination. A structured questionnaire was administered to a convenience sample of TikTok users, which yielded 424 valid responses. Descriptive statistics, including frequency, percentage, mean and standard deviation. Pearson’s correlation coefficient was used to assess the relationships between communication factors and knowledge dissemination.

The results show significant positive correlations across all dimensions. The credibility and popularity of communication topics showed strong correlations with cognitive (.394) and behavioral (.375) effects. Content quality and interactivity showed high correlations with all three levels, especially with the cognitive (.374) and behavioral (.354) outcomes. Platform convenience (.404) and uniqueness (.313) significantly influenced cognitive engagement, while audience preference and satisfaction with demand also contributed positively to all transfer effects, especially to the cognitive (.323) and psychological (.290) dimensions.