Assessing the factors influencing users accessing higher education content on TikTok

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

Research output: Contribution to journalArticlepeer-review

5 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 languageEnglish
Article number2148498
JournalCogent Education
Volume9
Issue number1
DOIs
Publication statusPublished - 2022

Keywords

  • continuance intention
  • higher education content
  • Indonesia
  • social media
  • TikTok

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