Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention

Abstract

Abstract New social network platforms such as TikTok have grown into new, more interactive content formats that appeal to younger generational groups. Through uses and gratifications (U&G) theory, we examined how hedonic gratifications through passive use of TikTok gratify utilitarian needs, triggering active use as self-expression and social interaction. We also examined how self-expression and social interaction drive user-generated content and parasocial relationships (PSR) with the influencers as a mediating force to purchase intention. A research model was established and analyzed using structural equation modeling through an online survey of 403 TikTok users and members of Generation Z. The data reflected that TikTok significantly gratifies modality-based gratifications and agency-based gratifications and interactive-based gratifications in Generation Z users. The data also identified that the cognitive, affective, and behavioral aspects of PSR do not occur separately. Instead, they act systematically as specific needs are met through U&G.