TikTok Usage Patterns and Motivations of Generation Z

Abstract

Tiktok, called Douyin in China, was launched in 2018 with the logic of short video sharing. The number of users of the platform in question is increasing radically with each passing day. Likewise, the number of Tiktok users is increasing in Turkey as well. Those who use this platform are mostly in the age range that is expressed as the Z generation. The research aimed to reveal the Z generation's TikTok usage motivations and usage practices. Explanatory factor analysis (EFA) and confirmatory factor analysis (CFA) analyses were performed with the obtained questionnaires (n = 402) within the framework of this purpose. As a result of the statistical analysis, it was determined that the Z generation uses Tiktok with the motivations of socialization, self-presentation, entertainment, and being innovative and useful in the application. In the study, it was determined that the Z generation spends an hour and 45 minutes a day on Tiktok, and they still use this application even though they have a negative perception of Tiktok. On the other hand, before having a Tiktok account, it was revealed that users mostly used their Instagram accounts and interacted with the content shared on Tiktok through likes. The study was carried out with the limitation of having Tiktok accounts of individuals in the Z generation age range. In future studies, it is recommended to conduct research on other users and those who do not have a Tiktok account.

Keywords

• Tiktok
• Generation Z
• Tiktok Usage Motivations
• Social Media
• Turkey

Z Kuşağının TikTok Kullanım Pratikleri ve Motivasyonları

Abstract

Tiktok, Çin’deki adıyla Douyin, kısa video paylaşım mantığıyla 2018 yılında piyasaya sürülmüştür. Söz konusu platformun kullanıcı sayısı hemen her geçen gün radikal bir biçimde artış göstermektedir. Aynı şekilde Türkiye’de de Tiktok kullanıcı sayısı giderek artmaktadır. Bu platformu kullananların daha çok Z kuşağı olarak ifade edilen yaş aralığındaki kesim oluşturmaktadır. Araştırmada Z kuşağının Tiktok kullanım motivasyonları ile kullanım pratiklerinin nasıl olduğunu ortaya koymayı amaçlamıştır. Elde edilen anket formları (n= 402) ile söz konusu amaç çerçevesinde açıklayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizleri (DFA) analizleri gerçekleştirilmiştir. Yapılan istatiksel analizler sonucunda Z kuşağının Tiktok’u sosyalleşme, benlik sunumu, eğlenme ve uygulamanın yenilikçi ve kullanışlı olma güdüleyicileriyle kullandıkları belirlenmiştir. Araştırmada Z kuşağının Tiktok’ta günlük bir saat 45 dakika zaman geçirdiği ve Tiktok’a karşı negatif bir algıları olmasına rağmen yine de bu uygulamayı kullandıkları saptanmıştır. Öte yandan Tiktok hesabı olmadan önce kullanıcıların daha çok Instagram hesaplarını kullandıkları ve Tiktok’ta paylaşılan içeriklere beğeni yoluyla etkileşimde bulundukları ortaya çıkmıştır. Çalışma Z kuşağı yaş aralığındaki bireylerin Tiktok hesabının bulunma kısıtlılığıyla gerçekleştirilmiştir. Gelecek çalışmalarda bu sınırlılığın dışındaki diğer kullanıcılar ile Tiktok hesabı bulunmayan kesim üzerinde de araştırmaların yapılması önerilmiştir.

Keywords

• Tiktok
• Z Kuşağı
• Tiktok Kullanım Motivasyonları
• Sosyal Medya
• Türkiye

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