Abstract
The purpose of this study is to enrich and deepen the theoretical framework of Continuous Use of Information System，in order to reveal and predict the behavior of users of short video platforms. Moreover, it can also provide some theoretical reference for all kinds of short video platforms to insight into users’ psychological needs and enhance user loyalty.<BR> Therefore, Based on the Information System Continuous Use Model, this paper integrates Expectation Confirmation Theory and Flow Experience Theory, taking Chinese TikTok users as the research object, constructs the conceptual model of TikTok users’ loyalty, and analyzes the questionnaire data by using statistical analysis software Amos, which proves the validity of the research hypothesis and model.<BR> The research results and contents are as follows：firstly, TikTok has achieved success in terms of sense of belonging，perceived entertainment and user satisfaction, which directly and significantly affect the user’s intention of continuous use, thus obtaining higher user loyalty.<BR> Secondly, to further improve user loyalty, TikTok operators should improve the perceived usefulness of short video content and the perceived interaction of TikTok users.<BR> Through this research, a new conceptual model of TikTok users’ loyalty was created which can give a benefit to the whole short video platform operators for improving the user retention rate.
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