| dc.description.abstract | According to a Kepios study conducted in 2022, review videos are one of the categories
of content videos that gain the most views on digital platforms in Vietnam (35.8% of
those polled). Moreover, TikTok has now been recognised as one of the most prominent
social networking sites globally, with millions of individuals accessing the network every
month. In light of this, the goal of this investigation is to identify the impact of video
content characteristics on cognitive- and affective-based attitudes towards TikTok buffet
restaurant reviews, assess the influence of such reviews on restaurant visit intention, and
then offer suggestions for the firm's performance improvement.
In this study, a quantitative method was selected, and surveys were widely disseminated
across various online platforms, resulting in the participation of approximately 312
individuals in Vietnam who had previously used TikTok to watch reviews of buffet
restaurants prior to visiting. For data processing, structural equation modelling (SEM) is
utilised. The results contrast with the findings of Kwon et al. (2021), this findings
discovered that attitudes towards social media content can be classified as cognitive or
affective and that these two categories of attitudes have significant effects on people's
intentions to engage in specific behaviours. In addition, it is asserted that the perceived
utility, authenticity, and up-to-dateness functions of affectively-based attitudes should not
be considered. It has also been discovered that the up-to-dateness characteristic has no
significant effect on the cognitive-based attitudes of users. Both reviewers and promoters
of video products were given advice on how to enhance the products. | en_US |
