How do user attitude and satisfaction mediate the effect of perceived usefulness on TikTok Shop continuance intention?

https://doi.org/10.35912/ahrmr.v5i3.2995
Published: Sep 29, 2025

Abstract:

Purpose: This study investigates how perceived usefulness influences TikTok Shop users’ continuance intention, with attitude and satisfaction serving as mediating variables. It aims to clarify the psychological and technological mechanisms driving user retention, particularly among Indonesian Generation Z and MSMEs.

Methodology/approach: A quantitative survey design was applied, involving 420 purposively selected TikTok Shop users in Yogyakarta and surrounding areas. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate both measurement and structural models. Validity and reliability tests, along with mediation analysis, were conducted to assess hypothesized relationships.

Results: Findings show that perceived usefulness significantly enhances user attitude, satisfaction, and continuance intention. Attitude has a strong positive effect on continuance intention, whereas satisfaction, despite being positively related, is not a significant direct predictor. Mediation analysis indicates partial mediation through attitude and weaker mediation through satisfaction, underscoring the stronger role of cognitive evaluations over emotional responses in driving platform loyalty.

Conclusions: The study concludes that user retention on TikTok Shop is primarily shaped by perceived usefulness and positive attitudes rather than satisfaction alone. Enhancing platform utility and fostering favorable user perceptions are critical for sustaining engagement.

Limitations: The cross-sectional design, geographic focus on Yogyakarta, and reliance on purposive sampling limit generalizability. Contextual factors such as culture or platform features may also moderate the findings.

Contribution: The research integrates UTAUT2 and Expectation-Confirmation Theory, advancing theoretical understanding of social commerce continuance intention. Practically, it offers actionable insights for developers and marketers to optimize features, enhance perceived usefulness, and build favorable attitudes to retain users.

Keywords:
1. Attitude
2. Continuance Intention
3. Perceived Usefulness
4. Satisfaction
5. Tiktok Shop
Authors:
1 . Teguh Sriwidadi
Bina Nusantara University, Jakarta, Indonesia
2 . Hartiwi Prabowo
Bina Nusantara University, Jakarta, Indonesia
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Sriwidadi, T., & Prabowo, H. (2025). How do user attitude and satisfaction mediate the effect of perceived usefulness on TikTok Shop continuance intention?. Annals of Human Resource Management Research, 5(3), 881–900. https://doi.org/10.35912/ahrmr.v5i3.2995
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Vol. 5 No. 3 (2025): September
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  1. Adhikari, R., & Sharma, V. (2021). The Role of Survey Design in Educational Research: Enhancing Data Quality and Reliability. Bharati International Journal of Multidisciplinary Research & Development (BIJMRD), 2(8), 127-136. doi:https://doi.org/10.70798/Bijmrd/020800016
  2. Afthanorhan, A., Ghazali, P. L., & Rashid, N. (2021). Discriminant Validity: A Comparison of CBSEM and Consistent PLS using Fornell & Larcker and HTMT Approaches. Journal of Physics: Conference Series, 1874(1), 1-6. doi:https://doi.org/10.1088/1742-6596/1874/1/012085
  3. Agustina, W., & Sari, W. P. (2021). Pengaruh Influencer Marketing Tiktok Terhadap Brand Image Bittersweet By Najla. Prologia, 5(2), 356-361. doi:https://doi.org/10.24912/pr.v5i2.10211
  4. Ahmad, M., & Wilkins, S. (2024). Purposive Sampling In Qualitative Research: A Framework For The Entire Journey. Quality & Quantity, 59(2), 1461-1479. doi:http://dx.doi.org/10.1007/s11135-024-02022-5
  5. Alkhawaja, M. I., Halim, M. S. A., Abumandil, M. S., & Al-Adwan, A. S. (2022). System Quality and Student's Acceptance of the E-Learning System: The Serial Mediation of Perceived Usefulness and Intention to Use. Contemporary Educational Technology, 14(2), 1-15. doi:https://doi.org/10.30935/cedtech/11525
  6. Ashrafi, A., Zareravasan, A., Rabiee Savoji, S., & Amani, M. (2022). Exploring Factors Influencing Students’ Continuance Intention To Use The Learning Management System (Lms): A Multi-Perspective Framework. Interactive Learning Environments, 30(8), 1475-1497. doi:https://doi.org/10.1080/10494820.2020.1734028
  7. Bhatnagr, P., Rajesh, A., & Misra, R. (2024). Continuous Intention Usage Of Artificial Intelligence Enabled Digital Banks: A Review Of Expectation Confirmation Model. Journal of Enterprise Information Management, 37(6), 1763-1787. doi:https://doi.org/10.1108/jeim-11-2023-0617
  8. Caro-Alvaro, S., García-López, E., García-Cabot, A., & Mavri, A. (2025). Measuring The Effects Of Usability Recommendations For Mobile Instant Messaging Apps On User Performance And User Behaviour. International Journal of Human–Computer Interaction, 41(1), 608-626. doi:https://doi.org/10.1080/10447318.2024.2303553
  9. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Pearson Uk.
  10. Chaveesuk, S., Khalid, B., & Chaiyasoonthorn, W. (2022). Continuance Intention To Use Digital Payments In Mitigating The Spread Of Covid-19 Virus. International Journal of Data & Network Science, 6(2), 527–536. doi:https://doi.org/10.5267/j.ijdns.2021.12.001
  11. Chen, X., Kim, S., & Kim, D. Y. (2025). Integrative analysis of antecedents and consequences of TikTok impulse buying behavior: the moderating role of trust propensity and self-congruence. Asia Pacific Journal of Marketing and Logistics. doi:https://doi.org/10.1108/APJML-12-2024-1876
  12. Clark, T., Foster, L., Bryman, A., & Sloan, L. (2021). Bryman's Social Research Methods. United Kingdom: Oxford University Press.
  13. Creswell, J. W., & Inoue, M. (2025). A Process For Conducting Mixed Methods Data Analysis. Journal of General and Family Medicine, 26(1), 4-11. doi:https://doi.org/10.1002/jgf2.736
  14. Dara Singh, K. S., Kien Hong, T., Abbasi, G. A., & Al-Adwan, A. S. (2025). Building Bonds with Food Delivery Apps: Determinants of App Attachment & Continuous Intention–Does Gender Matter? International Journal of Human–Computer Interaction, 1-19. doi:https://doi.org/10.1080/10447318.2025.2495843
  15. Daragmeh, A., Sági, J., & Zéman, Z. (2021). Continuous Intention to Use E-Wallet in the Context of the COVID-19 Pandemic: Integrating the Health Belief Model (HBM) and Technology Continuous Theory (TCT). Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 1-23. doi:https://doi.org/10.3390/joitmc7020132
  16. Dzreke, S. S., & Dzreke, S. (2025). Influence of Social Media on Consumer Behavior: Investigating How Social Media Platforms Shape Consumer Purchasing Decisions and Loyalty. Open Journal of Business and Management, 13(2), 1154-1175. doi:https://doi.org/10.4236/ojbm.2025.132061
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