Factors Influencing Perceptions Toward Social Networking Websites in China

Gong, Wen (2012) Factors Influencing Perceptions Toward Social Networking Websites in China. In: Proceedings Cultural Attitudes Towards Communication and Technology 2012. Murdoch University, Murdoch, pp. 420-429.

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Abstract

Based on an online national survey of 503 respondents, this study empirically investigates factors influencing perceptions toward social networking websites (SNWs) in China. More specifically, user demographics and media characteristics were examined. While income was found to be a significant predictor of users’ attitude toward SNWs, gender, age, educational level and marital status were insignificant, suggesting that demographic divides may be diminishing when it comes to online social media in China. Both perceived risk and enjoyment were found to have significant positive effects. Managerial implications were discussed.

Item Type: Book Section
Subjects: Cultural Attitudes Towards Communication and Technology, Proceedings > CATaC Conference 2012
Depositing User: Sissi Kemp
Date Deposited: 17 Oct 2012 18:51
Last Modified: 17 Oct 2012 18:51
URI: http://sammelpunkt.philo.at/id/eprint/2173

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