Assessing the factors influencing users accessing higher education content on TikTok

Nadia Adilah Rahimullah; Sinta Bela Damayanti; Aisyah Amyra Izra; Putu Wuri Handayani

doi:10.1080/2331186X.2022.2148498

Assessing the factors influencing users accessing higher education content on TikTok

Nadia Adilah Rahimullah, Sinta Bela Damayanti, Aisyah Amyra Izra, Putu Wuri Handayani

Department of Computer Science

Research output: Contribution to journal › Article › peer-review

6 Citations (Scopus)

Abstract

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.

Original language	English
Article number	2148498
Journal	Cogent Education
Volume	9
Issue number	1
DOIs	https://doi.org/10.1080/2331186X.2022.2148498
Publication status	Published - 2022

Keywords

continuance intention
higher education content
Indonesia
social media
TikTok

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10.1080/2331186X.2022.2148498

Cite this

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abstract = "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{\textquoteright} data were processed using covariance-based structural equation modeling. This study found that the perceived usefulness and satisfaction affect TikTok users{\textquoteright} 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.",

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AU - Handayani, Putu Wuri

N1 - Funding Information: This work was supported by the Kementerian Pendidikan, Kebudayaan, Riset dan Teknologi [NKB-788/UN2.RST/HKP.05.00/2022]. Publisher Copyright: © 2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.

PY - 2022

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AB - 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.

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KW - social media

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Assessing the factors influencing users accessing higher education content on TikTok

Abstract

Keywords

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