Factors affecting Gen Z’s satisfaction of using Tiktok

Abstract

The study's goal was to figure out what elements influence Gen Z's degree of pleasure when using the social network TikTok. The study’s finding of the most salient elements provides the authors and Gen Z with an excellent basis for establishing and analyzing social network platforms, enterprises, or future research-scale technological applications. There are six variables that have been identified: Content (CT), Perceived Privacy (PP), Timeliness (TT), Ease of Use (EOU), Format (FM), and Perceived Enjoyment (PE). The authors used SPSS software to conduct a reliability investigation of the scale using Cronbach's Alpha coefficient, exploratory factor analysis EFA and regression analysis after gathering 255 valid responses. Content (CT), Perceived Privacy (PP), Ease of Use (EOU), and Perceived Enjoyment (PE) are four statistically significant characteristics that favorably enhance Gen Z' satisfaction of using TikTok. The authors might recommend appropriate ways to improve the experience of Gen Z TikTok users based on the research findings.