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: | sandra subito |
| Date Deposited: | 06 Dec 2020 15:46 |
| Last Modified: | 06 Dec 2020 15:46 |
| URI: | http://sammelpunkt.philo.at/id/eprint/3453 |
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