While some social networks like Facebook are losing interest among digital influencers, TikTok continues to grow, capturing and impacting centennials and millennials alike. This situation highlights the new generations’ increasing interest in short video formats, which are also becoming a new window of communication between companies and consumers. TikTok allows users to create, share, and discover short, user-generated videos in hopes of attracting viewers. But it is necessary to understand the variables that attract and engage users of these particular social networks. This article analyses the variables of continuance motivation, video sharing behaviour, and video creation capabilities, which allow users to enjoy such networks, and service providers and companies to obtain results from them. The aim is to understand how these variables motivate social media users to return to and spend more time on this video-sharing platform. This is measured through the stickiness variable. In this context—and due to the particular relevance of the topic—the authors also aim to reveal any potential differences in the behaviour of centennials and millennials when using TikTok. Therefore, a cross-sectional study was conducted through a questionnaire answered by 2,301 millennials and centennials who use TikTok. The data were analysed through a structural equation model to measure the relevance of each of the variables to stickiness. The results provide guidelines for improving research on video social media platforms, as well as an opportunity to explore the importance of the selected variables to the stickiness variable across different user segments.

中文翻译：

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人们为什么回到视频平台？千禧一代和千禧一代在 TikTok

虽然 Facebook 等一些社交网络在数字影响者中失去了兴趣，但 TikTok 仍在继续增长，吸引并影响着千禧一代和千禧一代。这种情况凸显了新一代对短视频格式的兴趣与日俱增，短视频也正在成为企业与消费者沟通的新窗口。TikTok 允许用户创建、分享和发现用户生成的短视频，以期吸引观众。但有必要了解吸引和吸引这些特定社交网络用户的变量。本文分析了持续动机、视频分享行为和视频创作能力的变量，这些变量可以让用户享受这样的网络，以及服务提供商和公司从中获得结果。目的是了解这些变量如何促使社交媒体用户返回并花更多时间在这个视频共享平台上。这是通过粘性变量来衡量的。在这种情况下——并且由于该主题的特殊相关性——作者还旨在揭示使用 TikTok 时千禧一代和千禧一代行为的任何潜在差异。因此，通过由 2,301 名使用 TikTok 的千禧一代和百岁一代回答的问卷调查进行了一项横断面研究。通过结构方程模型分析数据，以测量每个变量与粘性的相关性。该结果为改进视频社交媒体平台的研究提供了指导，也为探索所选变量对不同用户群的粘性变量的重要性提供了机会。