기대일치모델을 적용한 쇼트 클립 애플리케이션의 지속이용의도에 미치는 영향 연구 : 중국 틱톡(TikTok) 이용자를 중심으로

초록

With the consumption of smartphone content increasing, the short clip market in China is rapidly growing. This study was conducted on Chinese users to identify the effects of service characteristics and user characteristics of Chinese short clip application TikTok on the intention of continuous use based on the expectation-confirmation model. As a result, it was found that information provision, interactivity, enjoyment, personalized recommendation as service characteristics as well as innovativeness and self-efficacy as user characteristics of TikTok had a positive effect on perceived usefulness. Also, there was a positive causal relationship in all the paths of the expectation-confirmation model. This study has significance in providing theoretical and practical implications by identifying various factors affecting the intention of continuous use of TikTok.

키워드