Triple Exploration Nexus: Attitude, User Needs, and Satisfaction Among Chinese College Students in TikTok

Abstract This study analyzes the reasons that affect the satisfaction of Chinese undergraduates using TikTok and analyzes the relationship between user needs, attitude toward using, and satisfaction. Drawing from the principle of Uses and Gratifications, and the Technology Acceptance Model, this study constructs a model of factors affecting user satisfaction. It conducts empirical analysis through questionnaire surveys and structural equation models (SEM). In six user needs, results showed that social needs, entertainment needs, convenience motivation, and attitude toward using have a positive effect. There is no relationship between information needs, personal integration, social integration, and attitude toward using. Attitude toward using plays a positive role in improving user satisfaction. Understanding the requirements and contentment of Chinese undergraduates who use TikTok is greatly aided by this study. In particular, introducing attitude toward using as a variable realizes the bridge analysis between user needs and satisfaction. This provides new ideas and conclusions for social media research.