TAM 모형과 미디어 풍부성 이론을 기반으로 틱톡(TikTok, DouYin) 사용자 만족도와 재방문 의도의 영향요인에 관한 연구

초록

Short-form content consumption within 10 minutes is increasing due to the busy lifestyle and the explosion of content. TikTok, a representative short-form platform, has not only created hundreds of millions of yuan in economic value in recent years, but has also changed Internet users' content consumption habits. Creators of shortform platforms tend to become specialized, professionalized, and highly educated. In fierce competition, creators must grasp users' needs and tastes. We would like to explore the factors that affect user satisfaction and revisit intention of shortform content. Five research hypotheses were presented after setting up a research model based on the TAM model and the media abundance theory. 350 copies of the survey responses were selected, excluding errors and no responses. Analysis of responses using SPSS and AMOS statistical programs showed that factors such as perceived usefulness, perceived ease of use, perceived entertainment, social impact, information and content abundance, and information quality reliability had a significant impact on TikTok user satisfaction and revisit intention. These results can help creators understand user needs in the future, and content platforms will be the basis for improving user interfaces and supporting creators.

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