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Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits

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  • Meng, Keira Shuyang
  • Leung, Louis

Abstract

As an over-the-top (OTT) and non-subscription-based video-on-demand media service, mobile short-form video application (e.g., TikTok or Douyin) is a free video-sharing social networking service (SNS) distributing short-form video content to smartphones, smart TVs, and tablets. This study investigates the roles of gratifications-sought, narcissism, and personality traits in TikTok engagement behaviors (i.e., contribution, enhancement, and creation) in China. Data were gathered from a sample of 526 TikTok users through an online questionnaire survey in 2020. Factor analysis confirmed nine gratifications sought: escape, fashion, entertainment, information seeking, money making, sociability seeking, navigability, modality, and interactivity. In particular, extraverts and people with the quality of being vain were most active in the contributing, enhancing, and creating TikTok engagement behaviors. The results also show that exhibitionists and people who are more open to new experiences were found to create more, while narcissists with an attitude of entitlement also engaging strongly in giving likes, commenting, forwarding TikToks, and following others. Theoretical and practical implications are also discussed.

Suggested Citation

  • Meng, Keira Shuyang & Leung, Louis, 2021. "Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits," Telecommunications Policy, Elsevier, vol. 45(7).
    • Handle: RePEc:eee:telpol:v:45:y:2021:i:7:s0308596121000768
    DOI: 10.1016/j.telpol.2021.102172
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    References listed on IDEAS

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    1. Sarv Devaraj & Robert F. Easley & J. Michael Crant, 2008. "Research Note ---How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use," Information Systems Research, INFORMS, vol. 19(1), pages 93-105, March.
    2. Cao, Dongmei & Meadows, Maureen & Wong, Donna & Xia, Senmao, 2021. "Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context," Journal of Business Research, Elsevier, vol. 122(C), pages 835-846.
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    Cited by:

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    2. Qin Yang & Young-Chan Lee, 2022. "What Drives the Digital Customer Experience and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin (TikTok)," Sustainability, MDPI, vol. 14(17), pages 1-19, August.
    3. Jasmandeep Kaur & Priyanka Malik & Surabhi Singh, 2024. "Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention," FIIB Business Review, , vol. 13(3), pages 318-330, May.
    4. Miranda, Sandra & Trigo, Inês & Rodrigues, Ricardo & Duarte, Margarida, 2023. "Addiction to social networking sites: Motivations, flow, and sense of belonging at the root of addiction," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    5. Sijia Guo & Kun Bi & Liwei Zhang & He Jiang, 2022. "How Does Social Comparison Influence Chinese Adolescents’ Flourishing through Short Videos?," IJERPH, MDPI, vol. 19(13), pages 1-12, July.
    6. Yan Jingwen & Azmawani Abd Rahman & Tong Tong, 2022. "Research on the Impact of BMI on Enterprise Performance Based on the Antecedence of Risk Perception," Sustainability, MDPI, vol. 14(23), pages 1-22, November.
    7. Valeriia Stoliarova & Fedor Bushmelev & Maxim Abramov, 2023. "Associations between the Avatar Characteristics and Psychometric Test Results of VK Social Media Users," Mathematics, MDPI, vol. 11(20), pages 1-21, October.

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