Leveraging TikTok for active learning in management education: An extended technology acceptance model approach

This study investigates the role of TikTok, a prominent short-form video platform, in facilitating active learning intention within management education. Employing an extended Technology Acceptance Model (TAM), the research examines how perceived ease of use, usefulness, playfulness, interactivity, immersion, and virtual reward enhance students' active learning intention. Data collected from 414 students majoring in international business across two universities in China reveal that perceived ease of use and usefulness significantly influence interactivity, while virtual rewards impact immersion and playfulness, further influencing students' active learning intention. The study developed a new scale to measure active learning intention in TikTok usage, rigorously validating its reliability and validity through pre-testing and statistical analyses. Furthermore, the research uncovers the moderating role of novelty experience in the relationship between these factors and active learning intention. The findings offer significant implications for integrating emerging technologies like TikTok into management education, highlighting the need for pedagogical strategies that leverage the unique features of social media platforms for creating and sharing short videos to enhance student engagement and learning outcomes. By providing empirical evidence and a discussion of the practical implications, this research contributes to advancing the understanding of digital pedagogies in management education and encourages exploring innovative teaching methods to promote management learning in the digital era.