Motivation, Uses and Gratifications, and User Satisfaction with the Threads Application among Generation Z Users
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Abstract
This quantitative study aimed to examine the relationship between motivation
and uses of the Threads Application and user satisfaction among Generation Z users.
The sample consisted of 400 respondents born between 1995 and 2010 (aged 15-30 in 2025) who resided in Bangkok and its metropolitan area. A multi-stage sampling technique was employed. Data were collected through a questionnaire and analyzed using Pearson’s correlation coefficient. The results indicated that overall motivation for using the Threads application was positively correlated with user satisfaction at a very high level (r = .824, p < .001). Among the motivational factors, social motivation showed the highest correlation (r = .793, p < .001), followed by entertainment motivation (r = .753, p < .001), self-expression (r = .749, p < .001), and information seeking (r = .733, p < .001). Similarly, overall uses of the Threads application were positively correlated with user satisfaction at a very high level (r = .839, p < .001). Content control showed the strongest correlation (r = .787, p < .001), followed by participation (r = .771, p < .001), content creation (r = .763, p < .001), and information utilization (r = .755, p < .001).
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