Assessing the factors influencing users accessing higher education content on TikTok
As its number of users increases, TikTok needs to focus on user retention. One such effort involves answering educational needs through social media. The purpose of this study is to analyze the factors affecting the continuance intention of TikTok users to obtain higher educational content. Data fro...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2022-12-01
|
| Series: | Cogent Education |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/2331186X.2022.2148498 |
| _version_ | 1827833711027027968 |
|---|---|
| author | Nadia Adilah Rahimullah Sinta Bela Damayanti Aisyah Amyra Izra Putu Wuri Handayani |
| author_facet | Nadia Adilah Rahimullah Sinta Bela Damayanti Aisyah Amyra Izra Putu Wuri Handayani |
| author_sort | Nadia Adilah Rahimullah |
| collection | DOAJ |
| description | As its number of users increases, TikTok needs to focus on user retention. One such effort involves answering educational needs through social media. The purpose of this study is to analyze the factors affecting the continuance intention of TikTok users to obtain higher educational content. Data from this study were collected through online questionnaires from a total of 629 respondents. Then, the respondents’ data were processed using covariance-based structural equation modeling. This study found that the perceived usefulness and satisfaction affect TikTok users’ continuance intention towards higher educational content. This study suggests that TikTok should develop functionality and features that are more aligned with user preferences for accessing higher educational content. |
| first_indexed | 2024-03-12T05:35:59Z |
| format | Article |
| id | doaj.art-eff916af5d524a5d808d4bb2ecab1857 |
| institution | Directory Open Access Journal |
| issn | 2331-186X |
| language | English |
| last_indexed | 2024-03-12T05:35:59Z |
| publishDate | 2022-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Education |
| spelling | doaj.art-eff916af5d524a5d808d4bb2ecab18572023-09-03T06:27:14ZengTaylor & Francis GroupCogent Education2331-186X2022-12-019110.1080/2331186X.2022.2148498Assessing the factors influencing users accessing higher education content on TikTokNadia Adilah Rahimullah0Sinta Bela Damayanti1Aisyah Amyra Izra2Putu Wuri Handayani3Information System Department, Faculty of Computer Science Universitas Indonesia, Depok, IndonesiaInformation System Department, Faculty of Computer Science Universitas Indonesia, Depok, IndonesiaInformation System Department, Faculty of Computer Science Universitas Indonesia, Depok, IndonesiaInformation System Department, Faculty of Computer Science Universitas Indonesia, Depok, IndonesiaAs its number of users increases, TikTok needs to focus on user retention. One such effort involves answering educational needs through social media. The purpose of this study is to analyze the factors affecting the continuance intention of TikTok users to obtain higher educational content. Data from this study were collected through online questionnaires from a total of 629 respondents. Then, the respondents’ data were processed using covariance-based structural equation modeling. This study found that the perceived usefulness and satisfaction affect TikTok users’ continuance intention towards higher educational content. This study suggests that TikTok should develop functionality and features that are more aligned with user preferences for accessing higher educational content.https://www.tandfonline.com/doi/10.1080/2331186X.2022.2148498social mediaTikTokcontinuance intentionhigher education contentIndonesia |
| spellingShingle | Nadia Adilah Rahimullah Sinta Bela Damayanti Aisyah Amyra Izra Putu Wuri Handayani Assessing the factors influencing users accessing higher education content on TikTok Cogent Education social media TikTok continuance intention higher education content Indonesia |
| title | Assessing the factors influencing users accessing higher education content on TikTok |
| title_full | Assessing the factors influencing users accessing higher education content on TikTok |
| title_fullStr | Assessing the factors influencing users accessing higher education content on TikTok |
| title_full_unstemmed | Assessing the factors influencing users accessing higher education content on TikTok |
| title_short | Assessing the factors influencing users accessing higher education content on TikTok |
| title_sort | assessing the factors influencing users accessing higher education content on tiktok |
| topic | social media TikTok continuance intention higher education content Indonesia |
| url | https://www.tandfonline.com/doi/10.1080/2331186X.2022.2148498 |
| work_keys_str_mv | AT nadiaadilahrahimullah assessingthefactorsinfluencingusersaccessinghighereducationcontentontiktok AT sintabeladamayanti assessingthefactorsinfluencingusersaccessinghighereducationcontentontiktok AT aisyahamyraizra assessingthefactorsinfluencingusersaccessinghighereducationcontentontiktok AT putuwurihandayani assessingthefactorsinfluencingusersaccessinghighereducationcontentontiktok |