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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:	Chen, Jiayi, Syriac, Nellikunnel
Format:	Article
Language:	English
Published:	INTI International University 2023
Subjects:	H Social Sciences (General) HD Industries. Land use. Labor HF Commerce
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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id	my-inti-eprints.1828
record_format	eprints
spelling	my-inti-eprints.18282023-11-27T02:36:48Z http://eprints.intimal.edu.my/1828/ FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA Chen, Jiayi Syriac, Nellikunnel H Social Sciences (General) HD Industries. Land use. Labor HF Commerce 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. INTI International University 2023-11 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1828/1/jobss2023_15.pdf Chen, Jiayi and Syriac, Nellikunnel (2023) FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA. Journal of Business and Social Sciences, 2023 (15). pp. 1-16. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html
institution	INTI International University
building	INTI Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	INTI International University
content_source	INTI Institutional Repository
url_provider	http://eprints.intimal.edu.my
language	English
topic	H Social Sciences (General) HD Industries. Land use. Labor HF Commerce
spellingShingle	H Social Sciences (General) HD Industries. Land use. Labor HF Commerce Chen, Jiayi Syriac, Nellikunnel FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
description	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.
format	Article
author	Chen, Jiayi Syriac, Nellikunnel
author_facet	Chen, Jiayi Syriac, Nellikunnel
author_sort	Chen, Jiayi
title	FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
title_short	FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
title_full	FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
title_fullStr	FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
title_full_unstemmed	FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA
title_sort	factors influencing consumer behavior in preference for douyin (tiktok) in china
publisher	INTI International University
publishDate	2023
url	http://eprints.intimal.edu.my/1828/1/jobss2023_15.pdf http://eprints.intimal.edu.my/1828/ http://ipublishing.intimal.edu.my/jobss.html
_version_	1783884484711546880
score	13.211869

FACTORS INFLUENCING CONSUMER BEHAVIOR IN PREFERENCE FOR DOUYIN (TIKTOK) IN CHINA

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