The Role of User’s Attitude Mediating The Effect of Perceived Ease of Use and Social Influence towards The Continuance Usage Intention of TikTok

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 1

Year of Publication : 2021

Authors : Ni Putu Ananda Putri Pertami, I Putu Gde Sukaatmadja

10.14445/23939125/IJEMS-V8I1P110

How to Cite?

Ni Putu Ananda Putri Pertami, I Putu Gde Sukaatmadja, "The Role of User’s Attitude Mediating The Effect of Perceived Ease of Use and Social Influence towards The Continuance Usage Intention of TikTok," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 1, pp. 98-104, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I1P110

Abstract:

TikTok is becoming a global phenomenon due to its popularity and the fastest-growing apps globally. This application’s user growth is increasing very fast, that it reached as many as 200 million downloads. This study examines seven research questions to determine how attitude mediating the effect of perceived ease of use and social influence towards the continuance usage intention of TikTok. To validate the research model, the author used an online survey instrument by Google Form to collected data. Partial Least Squares Modeling was used to test the hypotheses. The findings reveal users' attitude determines that continued intention to use the TikTok application; attitude is affected by perceived ease of use and social influence, and both perceived ease of use and social influence affected the continuance usage intention of TikTok application.

Keywords:

Perceived ease of use, social influence, attitude, continuance usage intention, TikTok.

References:

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