An Examination of the Influences of Habit, Compatibility, and Experience on the Continued Use of Short-Form Video-Sharing Services: A Case of TikTok

Abstract

Short-form video-sharing services (SVSs) have rapidly grown in popularity in the recent years. Some evidence suggests that because users can quickly and easily create and consume on-demand content, SVSs are addictive, and they appeal to a wide audience. The literature describing this phenomenon is scant. In order to fill this gap, this study examines the roles of habit and compatibility on SVS continuance intention and the interaction of these relationships with user experience, using TikTok as a context. To this goal, data collected from 157 university-student TikTok users are analyzed using structural equation modeling to determine whether these factors shape their continuance decisions. The findings show that habit and compatibility positively affect continuance intention, while experience does not. The paper offers practical steps to increase continuance intention of current users. This study enhances SVS research by confirming that habit and compatibility are important influences on continuance usage decisions.