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