earticle

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.