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短视频平台的用户特性､ 服务特性､ 用户满意度和持续使用意图间的因果关系 : 以疫情后中国抖音用户为例
User Characteristics & Service Characteristics’ Influence on User Satisfaction and Continuous Use Intention in Short Video Platform : An Example of Chinese TikTok Users during COVID Pandemic Period
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- 발행기관
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) 바로가기
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- 간행물
- Journal of China Studies KCI 등재 바로가기
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- 통권
- 제24권 2호 (2021.06)바로가기
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- 페이지
- pp.45-64
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- 저자
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- 언어
- 중국어(CHI)
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- URL
- https://www.earticle.net/Article/A396612
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5,500원
원문정보
초록
- 영어
- With the development of mobile network technology and the popularity of portable mobile devices, China's terminal network platform has completed the transformation from PC to mobile. The shift has also made a huge difference in consumers’ lives. Consumers' fragmented time has been utilized, and it’s no longer limited to time and place. Moreover, people can fully enjoy the convenience brought by technology. The rise of short video platforms has taken advantage of people's fragmented time, and consequently, various businesses based on short video platforms have emerged. TikTok is the representative platform among various short video platforms. Created in China, TikTok is now a world-famous mobile application, and has attracted many people, especially young people to join the consumer group. The success of TikTok has enabled more and more scholars to study the success factors of short videos, such as user characteristics, service characteristics, satisfaction, and continuous use intention and so on. After the outbreak of COVID-19 in 2020, TikTok ushered in a substantial increase in user numbers and video output. However, the existing literature didn’t reflect the pandemic elements, which cannot accurately serve as the theoretical basis for current TikTok researchers. It is necessary to conduct scientific research on TikTok users during the pandemic period. Research on the influencing factors of TikTok users' satisfaction and Continuous Use Intention helps analyze the causes of user churn and provide suggestions on how to retain users. What’s more, it helps speculate the future developing trends of the short video industry. Therefore, this paper aims to analyze user satisfaction and Continuous Use Intention of TikTok after the outbreak of COVID-19 by extracting relevant variables such as user characteristics and service characteristics. The results show that during the pandemic period, information provision, time distortion and self-efficacy still have a positive impact on user satisfaction, and then positively affect users' Continuous Use Intention. Entertainment pursuit and avoidance change have a weaker positive impact on user satisfaction, while entertainment no longer has any effect on user satisfaction.
목차
Abstract
1. 前言
2. 国内外抖音用户特性及服务特性相关文献的回顾
2.1 用户特性
2.2 服务特性
3. 模型构建与假设提出
3.1 模型构建
3.2 假设提出
4. 研究设计
4.1 变量定义和测量
4.2 数据收集
5. 数据分析结果
5.1 样本的人口特征统计分析
5.2 信度和效度检验
5.3 验证性因子分析
5.4 相关分析
5.5 假设验证
6. 结论
6.1 研究结果
6.2 研究贡献
6.3 管理启示
6.4 研究局限性和未来研究方向
参考文献
키워드
COVID-19 TikTok Short Video Platform User Characteristics Service Characteristics User Satisfaction Continuous Use Intention저자
간행물 정보
발행기관
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- 발행기관명
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) [Institute of China Strategy]
- 설립연도
- 2006
- 분야
- 사회과학>사회복지학
- 소개
- 본 연구소의 설립을 통해 우선 한중 양국 국민의 상호이해와 교류증진을 위한 인문, 사회과학적인 연구는 물론이고, 이를 통해 기업(인)이 중국에 안정적인 정착과 교류를 할 수 있는 각종 환경을 조성하고자 한다. 게다가 본 연구소는 기존의 연구소의 기능과는 달리 단순한 학술 교류에 머물지 않고 인적 교류를 통해 양국관계의 이해를 증진하고 나아가 한국과 중국의 각종 프로젝트를 적극 유치, 개발함으로써 지속적으로 재원의 창출을 도모하고자 한다.
간행물
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- 간행물명
- Journal of China Studies
- 간기
- 계간
- pISSN
- 1975-5902
- eISSN
- 3022-5590
- 수록기간
- 2006~2026
- 등재여부
- KCI 등재
- 십진분류
- KDC 912 DDC 951
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