How TikTok Satisfies the Public’s Psychological Needs—A Perspective From the Uses and Gratifications Theory

DOI

10.2991/assehr.k.220105.199How to use a DOI?

Keywords

Needs; DouYIn transitions; popularity Short-time videos

Abstract

Dou Yin, known as TikTok, was launched in China in September 2016. This app allows users to create or view 15 to 60-second videos, soundtracked by music clips. After several years it was launched in the market, the downloads gradually surpassed the downloads of FaceBook. In this paper, the author analyzes why DouYin is so popular that it is able to attract such amounts of people. The author separates users into three groups according to their ages: adolescents (14 to 25 years old), middle-aged people (25 to 50 years old), and the elders (older than 50 years old). By analyzing what kind of videos they have a crush on watching and what type of bloggers they love to pay attention to,the author is capable of gaining a piece of comprehensive and holistic information,preferences, and hobbies of the customer. The researcher finds that DouYin provides services that could meet needs of people of different ages. For the adolescents, DouYin provides them with videos that they are interested in a lot and the chance to shopping by spending less time and energy. For the middle-aged people, DouYin needs their needs by offers them opportunities to relax and to be sociable. For the old men and women, DouYin makes them able to pass time and learning new things. Thanks to the overall and holistic functions given by DouYin, it gradually becomes one of the most popular short-time video applications.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jingjing Qiu
PY  - 2022
DA  - 2022/01/17
TI  - How TikTok Satisfies the Public’s Psychological Needs—A Perspective From the Uses and Gratifications Theory
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1080
EP  - 1083
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.199
DO  - 10.2991/assehr.k.220105.199
ID  - Qiu2022
ER  -