Factors that Influence People to use TikTok in Thailand

Abstract

TikTok is currently one of the most popular social media applications that people around the world are using. Since this is the digital era that everybody uses social media as a part of their daily life, this paper aims to investigate the reason behind Thai people's behavior that is more interesting to TikTok application. Thus, the purpose of this study was to explore consumers’ perception through social media application and what factors that drive them to continue using it. This paper seeks to provide a better and more comprehensive understanding of what are the reasons that consumers use social media. The survey questionnaire was conducted online of 500 respondents who are currently using the TikTok application. For the data result, frequency analysis, descriptive analysis, factor analysis and multiple regression analysis were conducted using the SPSS program. The findings indicate that entertainment, popularity and perceived ease of use were derived as stimulation to use social media. On top of that, all of these three factors were found to have a significant on usage intention.