Research on User Loyalty of Short Video App Based on Perceived Value—Take Tik Tok as an Example

Despite short video industry has been greatly developed in recent years and many people have been addicted to using short video apps, little is known about what motivates users to generate such loyalty. The purpose of this paper is to build a research model based on the satisfaction, perceived value, time-flexibility, ease of use and celebrity attractiveness to identify the antecedents of users' loyalty in the context of short videos. The model is tested against 278 actual users of Tik Tok. Structural equation modeling (SEM) is employed for data analysis. The findings put entertainment value, social value, perceived usefulness, and time-flexibility under the spotlight, but the ease of use and celebrity attractiveness don't support our hypotheses. We conclude that Tik Tok users' loyalty is strongly driven by satisfaction, which in turn is primarily driven by the perceived value and weaken by the time-flexibility. The implications are discussed in the paper.