Online Media Usage Behavior and Social Influence Factors Affecting Generation Zs’ Self-Disclosure on Tiktok Application
Keywords:
Online Behavior, Social Influence, Self-discloser, TiktokAbstract
The increase in social network usage around the world had affected the walk of life of people in the current situation. The objectives of this study were to 1. to study Generation Zs' self-disclosure on Tiktok application; 2. to study Generation Z's online behavior; and 3. to study the social influence on Generation Zs' self-disclosure on Tiktok application. A quantitative approach was conducted by using pen-and-pencil questionnaires distributed to 400 Generation Zs who had experienced using Tiktok application. Descriptive and regression methods were used to analyze the data. The results revealed that the level of self-disclosure was high, and social influence was medium. Gender, educational level, and career were not significant to self-disclosure at 0.05. However, the experience of using social media and Tiktok, the length of using Tiktok, time per hour, and problems and obstacles in using Tiktok were significant to self-disclosure. The regression analysis of social influence, which included persuasion, conformity, compliance, and obedience, affected the self-disclosure by Ý = 1.223 + .107 (Persuasion) + .148 (Conformity) + .210 (Compliance) + .151 (Obedient) and Z = .249 (Persuasion) + .281 (Conformity) + .346 (Compliance) + .253 (Obedient).
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