Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective

After the COVID-19 pandemic, traditional online shopping with pictures and videos has been transformed into livestreaming shopping. Various apps for have gained popularity, TikTok (TTL) accounts more than half of in China. Therefore, consumers’ ability to continue is core factor sustainable development TTL. The purpose this study was explore what kinds gratifications affect continuous purchase intentions TTL consumers examine moderating effect education level. We collected data from 234 China then used a structural equation model analyze, while SPSS23.0 AMOS24.0 were applied evaluate empirically test research hypotheses. This confirmed significant impact four satisfaction on also differences among different levels education. provides theoretical support e-commerce future maximization income live