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Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits

Meng, Keira Shuyang, Leung, Louis·2021·Telecommunications Policy

DOI 10.1016/j.telpol.2021.102172

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Abstract

Abstract As an over-the-top (OTT) and non-subscription-based video-on-demand media service, mobile short-form video application (e.g., TikTok or Douyin) is a free video-sharing social networking service (SNS) distributing short-form video content to smartphones, smart TVs, and tablets. This study investigates the roles of gratifications-sought, narcissism, and personality traits in TikTok engagement behaviors (i.e., contribution, enhancement, and creation) in China. Data were gathered from a sample of 526 TikTok users through an online questionnaire survey in 2020. Factor analysis confirmed nine gratifications sought: escape, fashion, entertainment, information seeking, money making, sociability seeking, navigability, modality, and interactivity. In particular, extraverts and people with the quality of being vain were most active in the contributing, enhancing, and creating TikTok engagement behaviors. The results also show that exhibitionists and people who are more open to new experiences were found to create more, while narcissists with an attitude of entitlement also engaging strongly in giving likes, commenting, forwarding TikToks, and following others. Theoretical and practical implications are also discussed.

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Authors: Meng, K. S., & Leung, L.
Affiliations: Hong Kong Shue Yan University (CN)
Corresponding author: Leung, Louis
ORCID: Leung, Louis
Venue: Telecommunications Policy
Publisher: Elsevier BV
Published: 2021-08
Volume: 45
Issue: 7
Pages: 102172
ISSN: 0308-5961 (ISSN-L)
DOI: 10.1016/j.telpol.2021.102172
OpenAlex: W3158254352
Semantic Scholar: 096d9c5423c31f26275bf88bd69b3ff618c80553
Cited by: 224
References: 65
Citations by year: 2026: 28 · 2025: 47 · 2024: 49 · 2023: 60 · 2022: 33 · 2021: 7
FWCI: 16.71
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
doi.org/10.15223/policy-017 (stm-asf)
doi.org/10.15223/policy-037 (stm-asf)
doi.org/10.15223/policy-012 (stm-asf)
doi.org/10.15223/policy-029 (stm-asf)
doi.org/10.15223/policy-004 (stm-asf)
Locations: Telecommunications Policy (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Funders: CMC Microsystems
Topics: Social Sciences › Communication › Media and Digital Communication
Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords: TikTok, user engagement, gratification sought, narcissism, Big Five personality traits, short-form video, social networking services, over-the-top video streaming, extraversion, exhibitionism, openness to experience

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Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits

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