숏폼(short-form) 동영상 틱톡의 이용동기가 이용만족 및 지속이용의향에 미치는 영향

Abstract

This study aims to find out what the motivation for using TikTok, a short-form video, is by applying the use and satisfaction theory to people in their 20s and 30s in China, and how the motivation affects the satisfaction and willingness to continue using it. TikTok, a short-form video recently developed in China, is growing very fast. TikTok is rapidly expanding its market not only in China but also around the world, including the United States. The results of this study are as follows. First, as a result of this study, it was found that the motivation for using short-form video TikTok was "rest/entertainment," "information acquisition," and "interaction." The results of these studies are similar to previous studies on the motivation for using shortform videos. However, the reason why there was no motivation such as escapism in previous studies is believed to be a difference in the survey subjects or a difference in the selection process of motivation items. Among the three types of short-form video TikTok movement motivation revealed in this study, rest/entertainment motivation was the most explanatory (25.064%), followed by information acquisition motivation (24.825%), and interaction motivation (21.849%). Second, rest/entertainment, information acquisition, and interaction all affect user satisfaction as a result of analyzing the impact of short-form video TikTok's use motivation on user satisfaction and continuous use intention. In other words, it can be seen that when TikTok users use TikTok with the motivation of rest/entertainment, information acquisition, and interaction, it has a positive effect on user satisfaction.In particular, among the three types, rest/entertainment (γ=.24, t=.36, p<.01, two-sided test) has the greatest influence, followed by information acquisition (==.24, t=.36, p<.01, two-sided test), and interactions (γ=.20, t=3.16, p<.01, two-sided test). As a result of analyzing the effect of motivation for use on the intention to use continuously, it was found that only entertainment/rest and interaction affect the intention to use continuously,It was found that information acquisition did not affect the intention to continue using it. Third, the results of analyzing the effect of satisfaction with the use of short-form video TikTok on the intention to continue using it showed that satisfaction with use has a positive effect on the intention to continue using it. It has already been found in previous studies that the possibility of secondary use increases if the use satisfaction is high, and this can be said to be a natural result.