Understanding Cultural Demand and Technology Acceptance: An Empirical Study of Douyin’s Perceived Usefulness Among the Tujia Ethnic Group

Abstract

The integration of short-video platforms into ethnic communities has transformed digital cultural communication in China. This study explores how demand factors—namely Mate Selection Needs, Cultural Identity Needs, Cultural Respect Needs, Self-Realization Needs, Output Quality, Result Demonstrability, Economic Security Needs, Cultural Safety Needs, and Ethnic Friendship Needs—shape the Perceived Usefulness (PU) of Douyin as a cultural communication tool among the Tujia ethnic group. Additionally, it examines the relationship between Perceived Ease-of-Use (PEOU) and PU, as proposed in the Technology Acceptance Model (TAM). Data were collected from 412 Tujia Douyin users through a structured Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. Results reveal that cultural identity, self-realization, and cultural respect needs significantly predict PU, whereas mate selection and economic security needs exhibit weaker influence. PEOU strongly correlates with PU, highlighting that user-friendly interfaces enhance cultural participation. The findings extend TAM within a cultural-ethnic context, suggesting that Douyin’s perceived value transcends entertainment to serve as a medium for identity reinforcement and intercultural visibility. Policy implications stress promoting inclusive digital design to preserve ethnic heritage through social media.