The influence of usage behavior on the motivation to open the TikTok application of students in Chiang Mai Province

Abstract

Objective of this research: 1. To study the behavior of university students in Chiang Mai Province in using the TikTok application. 2. To study the motivation of university students in Chiang Mai Province in using the TikTok application. 3. To study the influence of usage behavior on the motivation to use the TikTok application among university students in Chiang Mai Province.
This research was conducted as a quantitative research study using survey research methodology. Questionnaires were collected from a sample group of teenagers and working-age individuals in Chiang Mai Province. The researcher used multi-stage sampling, with a total sample size of 400 people. Statistics include percentage, mean, standard deviation, S.D. (Standard Deviation) and Regression Analysis.
Research findings: 1. The majority of the student sample group primarily engaged with content on the TikTok application in the following order : Music, with an average score at a high level (x̄ = 3.44, S.D. = 0.713). Interaction with the TikTok application was also primarily for music, with an average score at a high level (x̄ = 3.85, S.D. = 0.758). The primary reason for using the TikTok application was for entertainment, with an average score at a high level (x̄ = 3.61, S.D. = 0.768). 2. The sample group's average and standard deviation for motivation in using the TikTok application were at a moderate level (x̄ = 3.41, S.D. = 1.458). 3. The type of content engaged with and the reasons for using TikTok accounted for 12.50% of the influence on the motivation to use the TikTok application.