Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage

Authors

DOI:

https://doi.org/10.3991/ijim.v14i04.12429

Keywords:

mobile video, TikTok, Users and Gratifications (U&G), User Generated Media (UGM), Personality traits, Motivation

Abstract


Internet users are increasingly becoming self-publishing consumers. Applying the Uses and Gratifications (U&G) perspective, this study investigated how people use TikTok in terms of consuming, participating and producing behaviors, and examined the role of personality traits and users’ motivation as predictors to this integrated usage behavior. An online survey was conducted to recruit 385 TikTok users using online network sampling technique. Our findings suggest that it was users’ motivations, not personality traits, that have significant influence on TikTok use. Results show that users’ motivations – namely archiving, self-expression, social interaction and peeking – are significant predictors to TikTok usage behaviors but differ in levels and influence. This study contributes to both the theoretical and the empirical understanding of media use in a user-generated media (UGM) context.

Author Biographies

Bahiyah Omar, Universiti Sains Malaysia

Bahiyah Omar (PhD in Arts, Monash University Australia) is a senior lecturer at Universiti Sains Malaysia. Her research interests include social media, online journalism and media effects.

Wang Dequan, Universiti Sains Malaysia

Wang Dequan (MA in Communication Studies, Universiti Sains Malaysia) is a PhD student at Universiti Sains Malaysia. His research interests include media in China, social media and media effects.

 

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Published

2020-03-12

How to Cite

Omar, B., & Dequan, W. (2020). Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage. International Journal of Interactive Mobile Technologies (iJIM), 14(04), pp. 121–137. https://doi.org/10.3991/ijim.v14i04.12429

Issue

Vol. 14 No. 04 (2020)

Section

Papers

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