User Usage Behavior And Psychological Research Of Tik Tok

This paper adopts the semi-structured deep interview method in qualitative research to explore the use behavior of the Tik Tok users and explain the psychological basis of these behavioral characteristics as the research goal.The interviewees were determined by a combination of theoretical sampling and snowball sampling.Fifteen interviewees who watched or filmed and used Tik Tok at least a year and over time.They were given 60-90 minutes of in-depth interviews and follow-ups as needed.Based on the interview outline,I interviewed the four aspects of the cognitive behavior,usage behavior,use psychology and development suggestions of Tik Tok,and used the recorder,interview record table and other tools to collect the data.In the data processing and analysis,I transcribed the speech into scripts with a fair,objective and unbiased attitude,and submitted them to the interviewee for verification and confirmation.After repeated reading,I coded the interview materials in an open manner,searched for category and theme keywords,and wrote a summary.In this study,I found the following conclusions:Firstly,when users used Tik Tok,their behavioral factors were related to time,scene,mode,interaction,creation,and so on.The time distribution showd the characteristics of daytime fragmentation and evening peaks;the usage scenes were concentrated in the private leisure space;the recommendation,search,and passive viewing modes coexist;the Tik Tok users had online interaction,comment,and forwarding and so on,but less offline communication.The willingness to take part in the shooting was not strong enough.Secondly,the formation of the characteristics of the Tik Tok user behavior was influenced by a number of psychological factors,including the satisfaction of “use and satisfaction”,the self-release of “carnivalization”,the selective psychology of individual expression,the emotional resonance driven by herd mentality and the admiration.These psychological factors had an important impact on the behavioral characteristics of the Tik Tok user.Thirdly,in the future,the development of Tik Tok should strengthen content creation,enhance user stickiness,attach importance to value guidance,and build it into a shortvideo platform of "recording a good life" with clear air,interesting and diverse contents.