TikTok app usage behavior: the role of hedonic consumption experiences
Abstract
Purpose TikTok social media app has become one of the most popular forms of leisure and entertainment activities, but how hedonic consumption experiences (comprising fantasy, escapism, enjoyment, role projection, sensory, arousal and emotional involvement) of the TikTok app determine users' intention to use the app and its resulting impact on the actual usage behavior remains limited in the information systems literature, especially featuring the hedonic consumption perspective in entertainment industry. Design/methodology/approach This study employs uses & gratification theory to answer the “why” via predicting the role of hedonic consumption experiences that serve as gratifications to trigger technology acceptance behavior (especially, in form of users' behavioral intention to use the TikTok app and its further impact on usage behavior). This study utilizes the partial least squares-structural equation modeling approach to perform data analyses on 258 TikTok app users. Findings Our results provide a strong support such that users' playful consumption experiences (i.e. escapism, role projection, arousal, sensory experience and enjoyment) positively influence their intention to use the TikTok app and its resultant effect on users' actual usage of the app. In contrast, fantasy and emotional involvement fail to influence users' intention to use the TikTok app. Originality/value To the best of our knowledge, our investigation is one of the first studies to apply the hedonic consumption experiences as potential gratifications that derive users' intention and its subsequent influence on the actual usage of the TikTok app. Our study results would assist marketing and brand managers to redefine approaches and tactics to create effective strategies that implement essential determinants to increase behavioral intention among entertainment service providers.
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Uses and Gratifications Theory has been widely applied as a framework for understanding factors which motivate users to select, use and engage with certain social media.
“Thus, it has been widely applied as a framework for understanding factors which motivate users to select, use and engage with certain social media”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Abbasi, Ayaz, Kanwal, Albashrawi & Khair, 2023
Uses and Gratifications Theory has proven relevant in the context of digital and social media, where users have a wide range of choices and a high level of control over the content they share and consume.
“In the contemporary research environment, this theory has proven also relevant in the context of digital and social media, where users have a wide range of choices and a high level of control over the content they share and consume.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Abbasi, Ayaz, Kanwal, Albashrawi & Khair, 2023
Abbasi et al. (2023) found fantasy and emotional involvement did not significantly impact intention to use the TikTok app.
“On the other hand, fantasy and emotional involvement did not significantly impact intention to use the TikTok app.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Abbasi et al. (2023)
Abbasi et al. (2023) found escapism, role projection, arousal, sensory experience, and enjoyment were main motivators of intentions to use TikTok and its effect on actual usage.
“The findings indicated that escapism, role projection, arousal, sensory experience, and enjoyment were main motivators of intentions to use TikTok app and its effect on its actual usage.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Abbasi et al. (2023)
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References 85 · Cited by 38
- Authors
- Abbasi, A. Z., Ayaz, N., Kanwal, S., Albashrawi, M., & Khair, N.
- Affiliations
- King Fahd University of Petroleum and Minerals (SA)
- Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (PK)
- American University of Madaba (JO)
- Venue
- Data Technologies and Applications
- Publisher
- Emerald
- Published
- 2023-02-28
- Volume
- 57
- Issue
- 3
- Pages
- 344-365
- ISSN
- 0033-0337 (ISSN-L)
- 2514-9288
- OpenAlex
- W4322630505
- Cited by
- 38
- References
- 85
- Citations by year
- 2026: 8 · 2025: 19 · 2024: 9 · 2023: 2
- FWCI
- 9.74
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Data Technologies and Applications (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Keywords
- TikTok, uses and gratifications theory, behavioral intention, usage behavior, escapism, sensory experience, arousal, enjoyment, fantasy, emotional engagement, technology acceptance
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