THE INFLUENCE OF SNS CONTENT ATTRIBUTES ON CONTINUOUS USAGE INTENTION: A STUDY OF CHINESE TIKTOK AUDIENCES

초록

As short-form video has become a dominant medium for travel-related information and inspiration, understanding the factors that drive user engagement and platform loyalty is crucial. This study investigates the influence of travel content characteristics in short-form videos on user trust, flow experience, and continuous usage intention within the context of platforms like TikTok. This research examines the impact of four key content characteristics: entertainment, informativeness, timeliness, and personalization. Data were collected via an online survey, with 342 valid responses from short-form video users in China. This study utilized statistical methods including reliability and validity verification, factor analysis, and path analysis, implemented using SPSS 26.0 and AMOS 26.0 statistical packages. The results indicate that informativeness and personalization significantly and positively influence user trust, while entertainment and timeliness do not appear to be primary drivers of trust in this context. However, the content characteristics (entertainment, informativeness, timeliness, and personalization) of short travel videos all have a significant positive impact on flow. Further analysis shows that users’ trust in the platform and the resulting flow have a significant positive impact on continuous usage intention. The above findings provide valuable reference for content creators, marketers and platform developers, and help them better enhance user participation in short travel video content. Moreover, this study points out the limitations of the article and the future research direction. © 2026, ICIC International. All rights reserved.

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