초록 열기/닫기 버튼
With the recent rapid development of the most popular UGC (User Generated Contents) product, TikTok in China has a great influence on users’ daily life. It is important to point out the main independent variables that influence users’ continued use and information sharing intention. In this study, a research model based on the flow theory is constructed and an online questionnaire survey is conducted on the widely used questionnaire web site in China. This study takes the TikTok users as the investigation object. The findings of this study are: first, personal characterization, enjoyment, curiosity, and interactivity have positive influence on the flow, second, the user's flow and self-presentation both have positive impact on user's continued use intentions and their information sharing intention, finally users’ guilty has a significant negative effect on the relationship between the flow and user's continued use intention, but has a non-significant effect on the relationship between the flow and the information sharing intention. Therefore, UGC products such as TikTok should deliberately reduce the guilty generated by users, which also should be the improvement and development direction of the UGC short video app products for industrial activities of relevant companies in the future.
