Impact of Short Video Content and User Experience on Tiktok User Satisfaction in Food Services

Abstract

The purpose of this paper is to examine the effects of short video content, user experience, and brand image on TikTok users' satisfaction when using food service in Danang. The quantitative research method was mainly used in this study. Data were collected and processed from 268 TikTok users in Danang and SPSS was used to analyze this data. The results show that short video content has the strongest influence on TikTok user satisfaction, followed by user experience and brand image. This result indicates a sign to businesses that investing in short video content is very important to bring satisfaction to customers if businesses want to use this platform to promote their brand. At the same time, this result also contributes to strengthening the foundation theory of satisfaction, and experience in new contexts.