Research On The Impact Of Platform Quality Of Short Video Shopping On Users’ Continuous Intention

Under the influence of the Internet and online shopping,short-video shopping has gradually become a common shopping way for consumers.The transaction scale and development of Tik Tok short video platform has been at the forefront of the market.However,with fierce competition and homogenization surfacing in the short-video shopping market,it is crucial for Tik Tok shopping to maintain its edge and expand its transaction scale in the market.As a short video platform,Tik Tok’s continuous usage intention is an important factor to keep its market position and competitive advantage in the short-video e-commerce market.Based on SOR theory and D & M model,this study constructs a continuous usage intention model of Tik Tok short video shopping platform.Starting from the characteristics of Tik Tok shopping platform,this study takes the D&M model’s classification dimension of information system platform quality as the independent variable to study the users’ continuous intention to use its shopping service in terms of system,information and service quality of Tik Tok shopping platform.In the model,customer satisfaction and customer loyalty are doubly explored as influencing factors and mediating variables,and switching costs are introduced as moderating variables to explore the influence and moderating effect of platform switching costs.The results show that:(1)System quality,information quality and service quality all positively influence customer satisfaction,customer loyalty and customers’ continuous intention.(2)Customer satisfaction positively influences customers’ continuous use intention,and there are different degrees of mediating effects in the three dimensions of platform quality on continuous usage intention.(3)Customer loyalty has no significant effect on Tik Tok shopping users’ intention to keep using,and it has no mediating effect between platform quality and users’ intention.(4)In the positive effect of customer satisfaction on customer loyalty,switching cost has a positive moderating effect.At last,based on the results of the study,some suggestions for Tik Tok shopping enhancement are put forward.