Online Media Usage Behavior and Social Influence Factors Affecting Generation Zs’ Self-Disclosure on Tiktok Application
Article Sidebar
Main Article Content
Abstract
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).
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of TCI is Licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence, unless otherwise stated, Please read our Policies page for more information on Open Access, copyright and permissions.
References
Al-Qeisi, K., & Hegazy, A. (2020). Consumer online behavior: A perspective on Internet banking usage in three Non-Western Countries. Procedia Economics and Finance, 23, 386 – 390. https://doi.org.10.1016/S2212-5671(15)00347-0.
Araphawate. W., Cheewasaton. S., & Dejasawanong. C. (2013). Communication behavior in Facebook of students at Rajamangala University of Technology Phra NaKhon. RMUTP Research Journal 7(2), 120-130. (In Thai). https://doi.org/10.14456/jrmutp.2013.1 (In Thai).
Stopfer, J. M., Egloff, B., Nestler, S., & Back, M. D. (2014). Personality expression and impression formation in online social networks: An integrative approach to understanding the processes of accuracy, impression management and meta‐accuracy. European Journal of Personality, 28(1), 73–94. https://doi.org/10.1002/per.1935
Cheung, C., Lee, Z. W. Y., & Chan, T. K. H. (2015). Self-disclosure in social networking sites: The role of perceived cost, perceived benefits and social influence. Internet Research, 25(2), 279-299. https://doi.org/10.1108/IntR-09-2013-0192
Friedkin, N., & Johnsen, E. (1999). Social influence networks and opinion change. Advances in Group Processes 16(1), 1-28.
Garcia, E. A., Sousa-Filho, J. M., & Boaventur, J. M. (2018). The influence of social disclosure on the relationship between corporate financial performance and corporate social performance. Revista Contabilidade & Finanças, 29(77), 229-245. http://dx.doi.org/10.1590/1808-057x201804950.
Gleebyeesoon, C. (2018). Usage behavior of online media to access consumer aesthetic information. An Independent study [Master’s thesis]. Thammasat University.
Glodenson, R. N. (1984). Dictionary of psychology and psychiatry. New York: Longman.
Goffman, E. (1956). The presentation of self in everyday life. New York: DoubledayAnchor.
Guadagno, R. E., & Cialdini, R. B. (2019). Online persuasion and compliance: Social influence on the internet and beyond, Chapter 4. New York: Oxford University Press.
Kim, H., & Papacharissi, Z. (2003). Cross‐cultural differences in online self‐presentation: A content analysis of personal Korean and US home pages. Asian Journal of Communication 13(1), 100-119. http://dx.doi.org/10.1080/01292980309364833.
Kaewwit., R. (2007). Factors Influencing the Internet Using Behavior of Undergraduate Students in Bangkok and Suburban Areas. https://www.bu.ac.th/knowledgecenter
/epaper/jan_june2007/Raweewan.pdf
Krishnan, A., & Atkin, D. (2014). Individual differences in social networking site users: The interplay between antecedents and consequential effect on level of activity. Computers in Human Behavior, 40, 111–118. http://dx.doi.org/10.1016/j.chb.2014.07.045.
Podsakoff, P. M., Mackenzie, S. C., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology 88(5), 879-903. http://dx.doi.org/10.1037/0021-9010.88.5.879.
Sarawanawong K., Fyeted. K., & Chantrdee. W. (2017). Online Social Media Usage Behaviors of Undergraduate Students, Kasetsart University. Journal of Library and Information Science, Srinakharinwirot University, 10(2), 16-31. (In Thai)
Seemiller, C., & Grace, M. (2016). Generation Z goes to college. San Francisco, CA: Jossey–Bass.
Senkaew, K. (2017). Social Network usage behaviors of X Generation in Bangkok [Master’s thesis]. Bangkok University.
Sutin, T. (2008). Social psychology. Nakhonsrithammarat: Walailak University. (In Thai).
Sprecher, S., Treger, S., & Wondra, J. D. (2013). Effects of self-disclosure role on liking, closeness, and other impressions in get-acquainted interactions. Journal of Social and Personal Relationship, 30(4), 497-514. https://doi.org/10.1177/0265407512459033
Thanasirangkul. K. (2016). Net idolization and its influence on behavior of the youth. Independent study. [Master’s thesis]. Thammasat University.
Vanichbuncha. K. (2007). Statistical analysis: Statistics for management and research (10th ed.). Bangkok: Chulalongkorn University Press.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Wuttaphan, N. (2018, Nov 29-30). Diversity Management: When Generation Z comes to the Workplace and How Human Resources Can manage?. [Conference session]. The 7th Business, Economics and Communications International Conference 2018, Naresuan University, 51-59. https://www.nu.ac.th/?tribe_events=the-7th-business-economics-and-communications-international-conference-the-7th-becic
Wuthaphan, N., Suksomboonwong, S. (2019, Aug 6-7). Social media behavior with employees working at Phisanulok Municipal Office. [Conference session]. The 11th National Academics Conference, Nakhon Ratchasima Rajabhat University, 667-684. https://rdi.nrru.ac.th/rdi/rdi_office/index.php?page=page&page_id=0
Poomjan. P., Hongliam. N., & Odompet. P. (2015). Online social media usage behaviors of preclinical medical students of Faculty of Medicine Siriraj Hospital. Siriraj Medical Bulletin, 8(1), 27-35. (In Thai).