Thesis
Beyond the scrolling: Unveiling the emotional tapestry of Gen Z TikTok users - A mixed methods approach
Washington State University
Master of Science (MS), Washington State University
05/2024
DOI:
https://doi.org/10.7273/000006930
Abstract
This mixed methods study investigates Gen Z female TikTok users’ psychological responses towards TikTok content. Study one explores users’ emotional and cognitive responses toward storytelling and For You Page content. Data was collected through interviews with 15 participants and coded to develop initial themes and subthemes based on participant’s responses. The results show that higher emotional stimulation exists when participants view FYP content over storytelling content. Six cognitive factors are identified as important subthemes: information quality, brand/product awareness, relatability, authenticity, content personalization, and aesthetic appeal. Thus, study two investigates how those six cognitive factors are evaluated by users specifically on the TikTok FYP to build affective responses and overall influence trust and purchase intention. To understand the relationship between these psychological and behavioral responses, the cognitive-affective-conative (CAC) model was applied to this study. Data was collected through an online survey with 451 eligible responses received. This study applied partial least square structural equation modeling for data analysis. The findings indicate that pleasure is positively influenced by information quality, brand/product awareness, relatability, authenticity, and aesthetic appeal. Arousal is positively influenced by information quality, brand/product awareness, relatability, and aesthetic appeal. Dominance is positively influenced by authenticity and content personalization. Pleasure, arousal, and dominance all positively impact trust, which positively influences purchase intention. Fashion influencers and brands may apply the findings of this study to effectively develop TikTok content to drive sales based on viewer’s trust and purchase intentions when viewing their content.
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Details
- Title
- Beyond the scrolling
- Creators
- McKenzie Duquaine
- Contributors
- Yini Chen (Chair)Ting Chi (Committee Member)Jihyeong Son (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Apparel, Merchandising, Design and Textiles
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Number of pages
- 104
- Identifiers
- 99901125140601842
- Language
- English
- Resource Type
- Thesis