Research on the Influencing Factors of Users' Intention to Use TikTok Short Video App
DOI:
https://doi.org/10.62051/ajmse.v1n3.02Keywords:
Tiktok Short Video App, Willingness to Use, Influencing Factors, Structural Equation ModelAbstract
TikTok short videos are a product of advancements in internet technology and modern information technology. They provide users with a wide variety of content and knowledge. Due to their ease of use, convenience, entertainment value, and feedback interaction, among other advantages, the number of TikTok app users continues to grow. However, given the intense competition in the app market, it is particularly important to ensure user retention. Therefore, this study employs SPSS 16.0 and AMOS 17.0 software to empirically test the model of factors influencing users' willingness to use TikTok. The findings indicate: ease of use positively influences users' willingness to use TikTok, entertainment value positively influences users' willingness to use TikTok, and feedback interaction positively influences users' willingness to use TikTok. Among these, ease of use has the greatest impact on users' willingness, with a specific value of 0.33, followed by entertainment value with a value of 0.21, while feedback interaction has the smallest impact, with a value of 0.21.
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