An Inquiry into User Perceptions of Algorithmic Recommendations in Short Video Platforms:A Case Study of TikTok
With the growing number of China's Internet users,short videos have become a prevalent form of entertainment and leisure.This study focuses on TikTok(known as Douyin in China)users,adopting the In-formation Systems Continuance Model and the Perception-Emotion-Intention framework as theoretical underpin-nings.Employing literature review,questionnaires,and case study methodologies,this research explores how users perceive TikTok's algorithmic recommendations and delineates the pathways through which these percep-tions influence their ongoing engagement with the platform.The findings indicate that educational level signifi-cantly influences users'understanding of the algorithm's principles.Perceived benefits,privacy concerns,and satisfaction were identified as direct determinants of users'intentions to continue using the platform.Notably,satisfaction mediates the relationship between these determinants and the intention to persist with the platform.The study concludes with strategic suggestions aimed at promoting the harmonious development of individuals,society,and technology,from the viewpoints of the TikTok platform,its users,and regulatory authorities.
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