Motivational and Psychological Factors in Affecting the Usage of TikTok among University Students

Abstract

This study examines motivational and psychological factors that drive TikTok usage among university students in the Klang Valley. Guided by the Uses and Gratifications and Social Cognitive Theories, a cross-sectional online survey was administered to 150 youths aged 18–29. Measures covered entertainment, information searching, peer influence, social pressure, and usage of TikTok. Data were analysed with assumption checks, correlations, and multiple regression. The sample was balanced by gender and largely comprised undergraduates aged 21–23. Correlations with TikTok usage were strongest for peer influence (r = 0.813) and entertainment (r = 0.672), with smaller positive correlations for information searching (r = 0.319) and social pressure (r = 0.150). The regression model indicated a strong overall fit (R = 0.894; R² = 0.800). Entertainment (β = 0.523, p < .001), information searching (β = 0.210, p < .001), and peer influence (β = 1.228, p < .001) significantly predicted TikTok usage, while social pressure did not (β = 0.010, p = .797). The Durbin–Watson statistic (1.416) suggested no autocorrelation. Findings show that TikTok usage among students is primarily shaped by peer networks and hedonic gratifications, with information seeking playing a supplementary role. Social pressure was not a driver, implying that participation is largely voluntary and peer-driven. These results underscore TikTok’s social and entertainment motives for young adults and point to opportunities to leverage peer dynamics and engaging content for sustained use.