Prior social media research has identified a range of motives within a classic framework of use and gratification to answer why people use social media. To date, most work has used a variable-centered approach to investigate how TikTok use motives that are quantified with a composite score to influence outcomes. By comparison with prior work, this current study conducted 2 studies (Study 1: full-time employee; Study 2: college student; Ntotal = 680) that investigated TikTok use motives or gratifications following a person-centered approach. We conducted latent profile analysis and identified four profiles of TikTok use motives: deep motivators, lone motivators, mood-elevating motivators, and slight motivators. We also found that these motivator profiles differentially predicted individual outcomes (TikTok addiction, labile self-esteem, subjective well-being, and engagement). Our findings contribute to the TikTok use literature by exploring how TikTok use motives combine and develop different motivator profiles.
Ling, Bin and Yao, Qu, "TikTok Use Motivators: A Latent Profile Analysis of TikTok Use Motives" (2023). PACIS 2023 Proceedings. 24.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.