The Factors Influencing Consumer Continuous Purchase Intention of Online Micro-Dramas: Case of Douyin (TIKTOK)

The COVID-19 pandemic has significantly impacted social interaction and entertainment, leading to a surge in internet economy and particularly the micro-drama industry on platforms like Douyin. This study investigates the factors influencing consumer continuous purchase intentions for online micro-dramas, focusing on Douyin as a case. Utilizing Expectancy Confirmation Theory (ECT) and Flow Theory, the research identifies key factors such as user satisfaction, perceived usefulness, and flow experience. A survey of 400 valid responses was conducted, and data was analyzed using Statistical Data Analysis, aiming to provide theoretical support and practical suggestions for platform developers, content creators, and policymakers.