The Technology Affordance for Enhancing Gen Zs’ Flow Experience, Satisfaction and Continuance Usage of TikTok in Thailand
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Abstract
Purpose: Among TikTok users 1 billion worldwide, Thailand will have around 39.5 million users in 2022, ranked eighth globally. Therefore, this paper aims to identify the role of technology affordance leading to the continuance usage of Generation Z TikTokers in Thailand. The conceptual framework determines the relationship between perceived recommendation accuracy, perceived recommendation serendipity, perceived effortlessness, flow experience, user satisfaction, and continuance usage. Research design, data, and methodology: The sampling techniques involve judgmental, stratified random, and convenience sampling. The Item Objective Congruence (IOC) Index was used to ensure content validity by three experts. Cronbach’s Alpha of the pilot test (n=50) was conducted to ensure internal consistency and reliability. Based on 500 valid responses collected from a survey questionnaire, confirmatory factor analysis (CFA) and structural equation modeling (SEM) methodologies were employed to examine the research model. Results: All hypotheses are approved. Perceived recommendation accuracy, perceived recommendation serendipity, and perceived effortlessness significantly influence flow experience. Flow experience significantly influences user satisfaction and continuance usage. User satisfaction significantly influences continuance usage. Conclusions: TikTok is in its growth stage in Thailand. Thus, the results contribute to improving short-video sharing applications or other related social network platforms.
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