... the impacts of three visual features (number of shots, pixel-level image complexity and vertical versus horizontal formats) and two audio features (speech rate and average spectral centroid) on user engagement behavior. Design/methodology/approach We conducted a field study on TikTok. To test our various...

...Hongying Zhao; Christian Wagner Purpose The purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types...

...Hongying Zhao; Christian Wagner Purpose Although the short-video-based application TikTok and its AI-enhanced technology have achieved enormous success and reshaped the user experience, few studies have focused on the user experience in the TikTok context. This study adopts a technology affordance...

... that integrates four types of affordances (livestreaming, searching, meta-voicing and recommending), three types of user experience (immersion, social presence and credibility perception), and user’s intention to continue use. We employed an online survey and obtained a sample of 372 valid responses from TikTok...