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.

Details

Title
The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application
Author
Abdel-Aziz, Ahmad Sharabati 1   VIAFID ORCID Logo  ; Al-Haddad, Shafig 2   VIAFID ORCID Logo  ; Al-Khasawneh, Mohammad 2 ; Nababteh, Natalie 2 ; Mai, Mohammad 2 ; Qais Abu Ghoush 2 

1  Business Faculty, Middle East University, Amman 11831, Jordan 
2  King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan; [email protected] (S.A.-H.); [email protected] (M.A.-K.); [email protected] (N.N.); [email protected] (M.M.); [email protected] (Q.A.G.) 
First page
125
Publication year
2022
Publication date
2022
Publisher
Elsevier Limited
e-ISSN
21998531
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.3390/joitmc8030125
ProQuest document ID
2716552076
Copyright
© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.