지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.6
- 수록면
- 269 - 288 (20page)
- DOI
- 10.17548/ksaf.2021.06.30.269
이용수
초록· 키워드
오류제보하기
The purpose of this study is to enrich and deepen the theoretical framework of Continuous Use of Information System，in order to reveal and predict the behavior of users of short video platforms. Moreover, it can also provide some theoretical reference for all kinds of short video platforms to insight into users’ psychological needs and enhance user loyalty.
Therefore, Based on the Information System Continuous Use Model, this paper integrates Expectation Confirmation Theory and Flow Experience Theory, taking Chinese TikTok users as the research object, constructs the conceptual model of TikTok users’ loyalty, and analyzes the questionnaire data by using statistical analysis software Amos, which proves the validity of the research hypothesis and model.
The research results and contents are as follows：firstly, TikTok has achieved success in terms of sense of belonging，perceived entertainment and user satisfaction, which directly and significantly affect the user’s intention of continuous use, thus obtaining higher user loyalty.
Secondly, to further improve user loyalty, TikTok operators should improve the perceived usefulness of short video content and the perceived interaction of TikTok users.
Through this research, a new conceptual model of TikTok users’ loyalty was created which can give a benefit to the whole short video platform operators for improving the user retention rate.
Therefore, Based on the Information System Continuous Use Model, this paper integrates Expectation Confirmation Theory and Flow Experience Theory, taking Chinese TikTok users as the research object, constructs the conceptual model of TikTok users’ loyalty, and analyzes the questionnaire data by using statistical analysis software Amos, which proves the validity of the research hypothesis and model.
The research results and contents are as follows：firstly, TikTok has achieved success in terms of sense of belonging，perceived entertainment and user satisfaction, which directly and significantly affect the user’s intention of continuous use, thus obtaining higher user loyalty.
Secondly, to further improve user loyalty, TikTok operators should improve the perceived usefulness of short video content and the perceived interaction of TikTok users.
Through this research, a new conceptual model of TikTok users’ loyalty was created which can give a benefit to the whole short video platform operators for improving the user retention rate.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Research Hypothesis and Theoretical Model
Ⅳ. Empirical analysis
Ⅴ. Conclusion
Reference
참고문헌 (51)
참고문헌 신청
Ba Shusong / 2017 / An empirical study of factors influencing customer stickiness in electronic banking / Journal of Hubei University of Economics l5(6):20~28
Bagozzi R. P. / 1991 / Assessing construct validity in organizational research / Administrative Science Quarterly 36(3):421~458
Bhattacherjee A. / 2001 / Understanding information systemscontinuance : An expectation confirmation model / MIS Quarterly 25(3):351~370
Cao Zengdong / 2019 / Study on user stickiness of XiaoHongShu based on text analysis and SEM model / E-commerce :60~61
Chen Ye / 2018 / The relationship between user stickiness and sharing behavior in tourism virtual communities : the moderating role of self-construction / Tourism Science 32(3):1~12
Bagozzi R. P. / 1991 / Assessing construct validity in organizational research / Administrative Science Quarterly 36(3):421~458
Bhattacherjee A. / 2001 / Understanding information systemscontinuance : An expectation confirmation model / MIS Quarterly 25(3):351~370
Cao Zengdong / 2019 / Study on user stickiness of XiaoHongShu based on text analysis and SEM model / E-commerce :60~61
Chen Ye / 2018 / The relationship between user stickiness and sharing behavior in tourism virtual communities : the moderating role of self-construction / Tourism Science 32(3):1~12
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