Understanding how the Antecedents of Satisfaction with TikTok Influence Continuous Use Intention

The emergence of social platforms allows users to quickly post their comments to the platform anytime and anywhere. TikTok, which has suddenly emerged, is an innovative social platform that can quickly edit 15-second short videos and has completely different functions than previous social platforms. Regarding the use behavior of TikTok, this study proposes three predecessors to examine their impacts on users’ satisfaction, and then explores the moderating effect of perceived ease of use on the relationship between those predecessors and satisfaction, and further compares the magnitude of the direct effect of satisfaction on continuous use intention relative to the indirect effects with trust and habit included. This study used online questionnaires to collect data. After one month of collection, a total of 227 questionnaires were returned. There were 211 valid questionnaires after deducting repeated responses and invalid copies. Partial Least Squares (PLS) method and Smart PLS 2.0 software for statistical analysis were employed to examine the path effect and hypothesis testing. The results show that electronic word-of-mouth, conspicuous behavior and novelty seeking significantly influence satisfaction with TikTok. Satisfaction with TikTok on trust, and habit on continuous use intention all express a significantly positive effect, while perceived ease of use mediated the relationship between electronic word-of-mouth and satisfaction. With regard to the mediation effect, the partial mediating effect of habit on the relationship between satisfaction with TikTok and continuous use intention is the most significant among others.