WHY DO YOU USE TIKTOK? DEVELOPING MEASUREMENT SCALES FOR PLEASURE AND FUNCTIONALITY FROM GENERATION Z PERSPECTIVE
WHY DO YOU USE TIKTOK? DEVELOPING MEASUREMENT SCALES FOR PLEASURE AND FUNCTIONALITY FROM GENERATION Z PERSPECTIVE

Summary/Abstract: Nowadays, TikTok dominates the social media world, particularly among Generation Z. Being on TikTok involves not only receiving content, but also creating it, sharing and engaging with people from across the world. On TikTok, individuals feel happy, curious, informed and relaxed as the platform offers the opportunity to romanticize life and escape the real world. On the other hand, TikTok is the driving source for Generation Z to talk about real life problems. This study aims to investigate the determinants that describe the motives to use TikTok by Generation Z and to develop measurement scales for motives to use TikTok by Generation Z users. Data were collected from 2589 respondents from Generation Z. The questionnaire included a scale which consists of 36 items describing various motives to use TikTok. Integrating the SPSS software for data analysis, two important variables were identified as main motives for TikTok usage: pleasure and functionality. Understanding the motives behind its usage became increasingly important, as the findings can serve as a source of information for influencers and brands in building trust among Generation Z users.

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