The Factors Influencing Consumer Continuous Purchase Intention of Online Micro-Dramas: Case of Douyin (TIKTOK)
Year: 2024
Type: article
Study design: Observational Study
Abstract: The COVID-19 pandemic has significantly impacted social interaction and entertainment, leading to a surge in internet economy and particularly the micro-drama industry on platforms like Douyin. This study investigates the factors influencing consumer continuous purchase intentions for online micro-dramas, focusing on Douyin as a case. Utilizing Expectancy Confirmation Theory (ECT) and Flow Theory, the research identifies key factors such as user satisfaction, perceived usefulness, and flow experience. A survey of 400 valid responses was conducted, and data was analyzed using Statistical Data Analysis, aiming to provide theoretical support and practical suggestions for platform developers, content creators, and policymakers.
DOI: 10.54097/4ksf6s86
Authors: Haoyan Cui, Nutteera Phakdeephirot
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403986919