Intention to continue using the social network TikTok under the impact of personal motivation – A case study on gen Z

The explosion of information technology in general and social networks particular has brought many choices for online users. Understanding what drives intention to continue using a network is an important discovery. This study aims explore the critical personal motivations that influence Gen Z's TikTok Ho Chi Minh City. research model based on Uses Gratifications Theory with 5 proposed hypotheses. In particular, interaction motivation, archiving self-expression peeking motivation escapism positive effect Generation Z users respectively. With data collected from 295 respondents, after testing unidimentionality, reliability, validity measurement scales, SEM results show 4 out motives including interaction, archiving, self-expression, have statistically significant platform. Among these motivations, most factor. These suggest helpful managerial implications not only developers but also companies use as channel communicate their customers.