Exposure Behavior, Uses, and Gratifications of the Millennial Tik-Tok Application Users in Bangkok

Abstract

The purpose of this research is to examine the exposure behavior, uses, and gratifications of the Millennial Tik-Tok Application Users in Bangkok area. Online Questionnaires were used to collect the data from 400 samples. Frequency, percentage, mean, standard deviation, one-way ANOVA, and Pearson’s Product Moment Correlation Coefficient were employed for data analysis.

The results showed that the majority of Tik-Tok application users are women aged between 25 to 29 years old, earned bachelor's degree, work at private company, and having an average monthly income of 10,001 – 20,000 baht. The research demonstrates that period of time to view Tik-Tok is mostly from 20.01 to 24.00 pm., with time spending between 30 to 60 minutes per day. Behaviors of exposure to Tik-Tok applications for entertainment, recreation and stress relief, are mostly for education content (Knowledge, Skills, Teaching Education and Guidance). The uses of Tik-Tok application of Millennial group users in Bangkok are at very high level. The average use of Tik-Tok application has an overall score of 4.01 out of a full score of 5.00 while the average of gratification has an overall score of 4.14. The research also found that the millennial users’ exposure behaviors, uses and gratification of Tik-Tok application are significantly correlated at 0.01.