RESEARCH ON FACTORS AFFECTING GEN Z'S INTENTION TO CONTINUE USING TIKTOK SOCIAL NETWORK

Abstract

The goal of this research study is to figure out what makes Generation Z want to keep using the social network TikTok. TikTok has become very famous among young people because of how quickly social media sites are growing. For digital marketing and business managers, it's very important to understand why Generation Z keeps coming back to TikTok. The practical problem that this study tries to solve is how to get TikTok users more involved and improve how the platform works. By figuring out what keeps Generation Z coming back, administrators and developers can improve the platform's features and material to better suit this group of users. Previous study has looked at different aspects of how people use social media and how they interact with it, but there isn't enough information about what makes Generation Z want to keep using TikTok. This study tries to fill in this gap by giving new information about what motivates users from Generation Z. The main goal of this research study is to find out in detail what factors make it possible for Generation Z users to keep using TikTok. For this study, data from 316 people in Generation Z were used in a quantitative research method. The results were analyzed using a number of statistical methods, such as Cronbach's alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), analysis of variance (ANOVA), and t-tests. The results of this study show that self-actualization, escapism, and gratification are all factors that make Generation Z more likely to keep using TikTok. The study also shows that users' plans to keep using TikTok depend a lot on their occupation and income level. These results help us figure out what keeps Generation Z on TikTok and give administrators and creators of social media networks useful information. In the end, this research study shows how Generation Z's plans to keep using the social network TikTok are affected by different factors. The main reasons why Generation Z keeps using TikTok are self-actualization, escapism, and gratification. Administrators and developers can use these results to make the platform better for users and get them more involved. Based on the results, it is suggested that the people in charge of and the people who make social media sites focus on adding features and content that meet the needs and wants of people in Generation Z. Strategies that encourage self-actualization, escapism, and gratification can help TikTok users be more engaged and have a better overall experience. Also, taking into account how user intentions change depending on their occupation and income level can help guide the creation of targeted marketing campaigns and personalized content for different user segments