FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
The high rate of Internet use per capita in China has contributed to the meteoric rise in the number of people using Douyin. The purpose of this study is to investigate the factors that contribute to the preference for Douyin held by Chinese consumer behaviour among Chinese in China. The model...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2023
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1828/1/jobss2023_15.pdf http://eprints.intimal.edu.my/1828/ http://ipublishing.intimal.edu.my/jobss.html |
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| Summary: | The high rate of Internet use per capita in China has contributed to the meteoric rise in the
number of people using Douyin. The purpose of this study is to investigate the factors that
contribute to the preference for Douyin held by Chinese consumer behaviour among Chinese
in China. The models developed by Brackett and Carr (2001) serve as the primary basis for this
investigation's theoretical framework. Concerning factors include service quality,
technological advancements, marketing strategies, and advertising campaigns. Using the
reseach method of convenience sampling, a total of 450 samples were obtained from Internet
users in China. The findings of this investigation indicated that all three factors contributed to
China's fondness for Douyin as a literary form. According to the findings of the study,
marketing and advertising are the variables that have the most impact on people's decisions to
use Douyin; hence, the company implication might invest more money in these endeavours.
This study demonstrated that the research gap may be analysed from the point of view of the
underlying theory, which is the study's addition to the theoretical body of knowledge. At the
very conclusion of the study, more restrictions as well as proposals for the future are discussed. |
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