틱톡(TikTok) 이용자의 서비스 태도와 지속이용의도에 영향을 미치는 요인 연구

Abstract

With the growing trend of consuming short videos online, this study was intended to identify the factors that influence "TikTok" users’ attitude toward the service and intention to continue using it. Drawn from the expanded technology acceptance model, a research model was constructed in which service perceptions as well as personal and social characteristics were conceptualized to positively influence attitude that in turn leads to stronger intention of continuous use. Reflecting the characteristics of TikTok as a user-generated medium, the continued use intention was gauged as three specific activities: consumption, participation, and production. The results show that perceived usefulness, playfulness, and personalization of the service and social influences have positive effects on attitude. In addition, attitude subsequently exerts positive influences on all of the three use intentions. However, perceived ease of use and personal innovativeness did not appear to have significant effects. The findings provide theoretical implications on the antecedents of attitude and continued use intention as well as strategic insights into short-form video services.