Technological Affordances and Flow Experience: A Study of TikTok Users in Indonesia
DOI:
https://doi.org/10.33822/jep.v9i1.10738Keywords:
flow experience, perceived effortlessness, perceived recommendation accuracy, perceived recommendation serendipity, technological affordances, TikTokAbstract
Researchers and practitioners are still trying to uncover the mechanisms that enable social media platforms, particularly short-form video content like TikTok, to provide immersive experiences for users. Indonesia currently has the second-largest number of TikTok users in the world, following the United States, with the number of users continuing to increase significantly. This study examines a model from a previous study to investigate the effects of technological affordances on flow experiences among TikTok users in Indonesia, with user experience level and video length as moderating variables. Based on flow theory, this study explores full engagement and enjoyment in digital activities. A quantitative approach using a cross-sectional survey was employed to collect data from 402 TikTok users in Indonesia. Structural Equation Modeling (SEM) was utilized to test the proposed research model. The analysis revealed that perceived recommendation serendipity emerged as the most potent driver of flow experience, followed by perceived recommendation accuracy. Conversely, perceived effortlessness and all proposed moderating effects—user experience level and video length—were found to be statistically insignificant. This study contributes theoretically by adapting flow theory to the localized digital dynamics of Indonesia and offers practical implications for developers to prioritize serendipitous discovery to enhance long-term user engagement.
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