Exploring Motivations for TikTok Usage and Impact Factors of TikTokers’ Continuance Intention

Huaxiang Liu · Sida Bai

12 citations0/0 files storedIngénierie des systèmes d information

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Technology Adoption and User Behaviour Digital Marketing and Social Media Media and Digital Communication

Abstract

The objectives of this study are to examine the motivations for people's TikTok usage and the determinants of their continued use of the app.As a relatively new social media gaining unprecedented popularity so rapidly, it begs the question of why TikTokers keep using the app.This study is essential since social media marketers who seek to engage with Chinese consumers on TikTok and platform designers who wish to optimize the app might gain valuable insights from this study.The research model was developed by integrating uses and gratifications theory (UGT) with technology acceptance model (TAM).Based on descriptive analysis, TikTok is primarily used for entertainment (ENT) and information seeking (IS) motivations, followed by sociability seeking (SS) and escape (ESC) motivations, rather than for fashion (FAS) or money making (MM) reasons.Based on an analysis of 421 TikTokers utilizing structural equation modelling (SEM), perceived usefulness (PU) and attitude (ATT) have significant positive impacts on continuance intention (CI) of TikTok usage, whereas perceived ease of use (PEOU) exerts a significant negative effect, quite the opposite of previous research findings.PEOU and PU have both been shown to positively impact ATT toward TikTok.Meanwhile, PEOU has a significant positive effect on TikTok's PU.There is significant positive impact of ENT and IS motivations on PEOU of TikTok, while FAS motivation exerts significant negative impact, whereas ESC, SS, and MM motivations are insignificant.Moreover, it has been revealed that ENT, SS, and IS motivations significantly contribute to TikTok's PU, whereas FAS, ESC, and MM motivations are negligible.A total of twelve hypotheses were supported out of eighteen.Several theoretical and managerial implications have been drawn from the current research.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.1992Alternative Ways of Assessing Model Fit 1970Back-Translation for Cross-Cultural Research 2003Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures

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