The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application
ABSTRACT: People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is...
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| Format: | Article |
| Language: | English |
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Elsevier
2022-09-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853122007260 |
| _version_ | 1827584941233274880 |
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| author | Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Mohammad Al-Khasawneh Natalie Nababteh Mai Mohammad Qais Abu Ghoush |
| author_facet | Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Mohammad Al-Khasawneh Natalie Nababteh Mai Mohammad Qais Abu Ghoush |
| author_sort | Abdel-Aziz Ahmad Sharabati |
| collection | DOAJ |
| description | ABSTRACT: People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is to define factors that influence continuous intention to use TikTok in Jordan and to what extent satisfaction with TikTok influences continuous intention to use TikTok. The current research uses a quantitative cross-sectional approach. Data was collected by online surveys and shared on several social media sites such as WhatsApp, Instagram, and Facebook. A total of 402 responses were valid for further analysis. Then, Structural Equation Modeling (SEM) was performed. The results indicate that the following factors significantly affect satisfaction: self-expression, informativeness, a sense of belonging, and trendiness in TikTok. However, the following factors do not significantly affect satisfaction: sociability, affection in TikTok, and past time in TikTok. The factors can explain 48.5% of satisfaction. Finally, satisfaction has a positive significant influence on users’ continuous intention to use TikTok and can explain 30.6% of the user’s continuous intention to use TikTok. In conclusion, the organizations have to heavily use the factors that influence the users’ satisfaction to increase users’ continuous intention. |
| first_indexed | 2024-03-08T23:39:27Z |
| format | Article |
| id | doaj.art-2d3003e95a2f46698d551cd8b4a5df05 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:39:27Z |
| publishDate | 2022-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-2d3003e95a2f46698d551cd8b4a5df052023-12-14T05:21:23ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-09-0183125The Impact of TikTok User Satisfaction on Continuous Intention to Use the ApplicationAbdel-Aziz Ahmad Sharabati0Shafig Al-Haddad1Mohammad Al-Khasawneh2Natalie Nababteh3Mai Mohammad4Qais Abu Ghoush5Business Faculty, Middle East University, Amman 11831, Jordan; Correspondence: ; Tel.: +962-79667-5764King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; (S.A.-H.); (M.A.-K.); (N.N.); (M.M.); (Q.A.G.)King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; (S.A.-H.); (M.A.-K.); (N.N.); (M.M.); (Q.A.G.)King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; (S.A.-H.); (M.A.-K.); (N.N.); (M.M.); (Q.A.G.)King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; (S.A.-H.); (M.A.-K.); (N.N.); (M.M.); (Q.A.G.)King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; (S.A.-H.); (M.A.-K.); (N.N.); (M.M.); (Q.A.G.)ABSTRACT: People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is to define factors that influence continuous intention to use TikTok in Jordan and to what extent satisfaction with TikTok influences continuous intention to use TikTok. The current research uses a quantitative cross-sectional approach. Data was collected by online surveys and shared on several social media sites such as WhatsApp, Instagram, and Facebook. A total of 402 responses were valid for further analysis. Then, Structural Equation Modeling (SEM) was performed. The results indicate that the following factors significantly affect satisfaction: self-expression, informativeness, a sense of belonging, and trendiness in TikTok. However, the following factors do not significantly affect satisfaction: sociability, affection in TikTok, and past time in TikTok. The factors can explain 48.5% of satisfaction. Finally, satisfaction has a positive significant influence on users’ continuous intention to use TikTok and can explain 30.6% of the user’s continuous intention to use TikTok. In conclusion, the organizations have to heavily use the factors that influence the users’ satisfaction to increase users’ continuous intention.http://www.sciencedirect.com/science/article/pii/S2199853122007260social mediaTikTokuser satisfactioncontinuous intentionJordan |
| spellingShingle | Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Mohammad Al-Khasawneh Natalie Nababteh Mai Mohammad Qais Abu Ghoush The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application Journal of Open Innovation: Technology, Market and Complexity social media TikTok user satisfaction continuous intention Jordan |
| title | The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application |
| title_full | The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application |
| title_fullStr | The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application |
| title_full_unstemmed | The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application |
| title_short | The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application |
| title_sort | impact of tiktok user satisfaction on continuous intention to use the application |
| topic | social media TikTok user satisfaction continuous intention Jordan |
| url | http://www.sciencedirect.com/science/article/pii/S2199853122007260 |
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