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Uses and gratifications of wechat among adolescents in people’s republic of China

The objective of this study was to investigate Chinese adolescents’ uses and gratifications of WeChat, along with their intention to continue using the app. Despite past research on mobile instant messenger adoption, there is a knowledge gap concerning the gratifications influencing post post-adopti...

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Main Author: Liu, Huaxiang
Format: Thesis
Language:English
English
Published: 2023
Subjects:
HQ793-799.2 Youth. Adolescents. Teenagers
Online Access:https://eprints.ums.edu.my/id/eprint/39101/1/24%20PAGES.pdf
https://eprints.ums.edu.my/id/eprint/39101/2/FULLTEXT.pdf
https://eprints.ums.edu.my/id/eprint/39101/
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spelling my.ums.eprints.391012024-07-15T02:25:31Z https://eprints.ums.edu.my/id/eprint/39101/ Uses and gratifications of wechat among adolescents in people’s republic of China Liu, Huaxiang HQ793-799.2 Youth. Adolescents. Teenagers The objective of this study was to investigate Chinese adolescents’ uses and gratifications of WeChat, along with their intention to continue using the app. Despite past research on mobile instant messenger adoption, there is a knowledge gap concerning the gratifications influencing post post-adoption beha vior, that is continuance intention, among specific demographics like Chinese adolescents. The current study distinguishes between gratifications sought and gratifications obtained and examines how these gratifications may affect the intention to continue using mobile instant messenger among Chinese adolescents adolescents, thereby contributing to the existing literature by filling in the gap gaps. Based on a quantitative approach incorporating Uses and Gratifications Theory and Theory of Planned Behavior, a largelarge-scale survey (N=1087) among Chinese adolescents aged 10 10-24 was conducted. After examining the quantitative data, the author identified the gratifications Chinese adolescents sought and obtained from using WeChat. According to the results o f the quantitative analysis, Chinese adolescents obtained more gratification gratifications than what they initially sought or their gratificationgratifications obtained were in line with their initial expectations. The gratifications sought, gratifications obtained, attitude, and intention to continue using WeChat among Chinese adolescents were observed to vary based on their demographic characteristics. The findings derived from the quantitative analysis suggest that Chinese adolescents will continue using WeChat. Th e quantitative analysis predicts that convenience gratification sought and obtained, media appeal gratification sought, and attitude exert a considerable positive effect on the intention to continue using the app. However, entertainment gratification obtai ned is expected to have a negative impact. The present study has significant theoretical as well as practical implications. This study uncovers diverse gratifications sought and obtained by Chinese adolescents from using WeChat. By uniquely combing the attitude construct from the Theory of Planned Behavio Behavior with Uses and Gratifications Theory, it offers a fresh framework for analyzing social media use and user retention, potentially advancing theoretical discussions. It hi ghlights demographic variations in gratifications sought sought, gratifications obtained, attitude, and continuance intention, emphasizing the need for individual differences in media studies. A notable discovery is the unexpected negative impact of entertainment gratification obtained on continuance intention , a revelation that defies conventional wisdom and deepens our grasp of user motivation. The research provides crucial insights into the uses and gratifications of Chinese adolescent WeChat users as well as t heir continuance intention , which can inform platform designers, marketers and advertisers, policymakersolicymakers, parents and guardians , as well as future researchersresearchers. 2023 Thesis NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/39101/1/24%20PAGES.pdf text en https://eprints.ums.edu.my/id/eprint/39101/2/FULLTEXT.pdf Liu, Huaxiang (2023) Uses and gratifications of wechat among adolescents in people’s republic of China. Doctoral thesis, Universiti Malaysia Sabah.
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic HQ793-799.2 Youth. Adolescents. Teenagers
spellingShingle HQ793-799.2 Youth. Adolescents. Teenagers
Liu, Huaxiang
Uses and gratifications of wechat among adolescents in people’s republic of China
description The objective of this study was to investigate Chinese adolescents’ uses and gratifications of WeChat, along with their intention to continue using the app. Despite past research on mobile instant messenger adoption, there is a knowledge gap concerning the gratifications influencing post post-adoption beha vior, that is continuance intention, among specific demographics like Chinese adolescents. The current study distinguishes between gratifications sought and gratifications obtained and examines how these gratifications may affect the intention to continue using mobile instant messenger among Chinese adolescents adolescents, thereby contributing to the existing literature by filling in the gap gaps. Based on a quantitative approach incorporating Uses and Gratifications Theory and Theory of Planned Behavior, a largelarge-scale survey (N=1087) among Chinese adolescents aged 10 10-24 was conducted. After examining the quantitative data, the author identified the gratifications Chinese adolescents sought and obtained from using WeChat. According to the results o f the quantitative analysis, Chinese adolescents obtained more gratification gratifications than what they initially sought or their gratificationgratifications obtained were in line with their initial expectations. The gratifications sought, gratifications obtained, attitude, and intention to continue using WeChat among Chinese adolescents were observed to vary based on their demographic characteristics. The findings derived from the quantitative analysis suggest that Chinese adolescents will continue using WeChat. Th e quantitative analysis predicts that convenience gratification sought and obtained, media appeal gratification sought, and attitude exert a considerable positive effect on the intention to continue using the app. However, entertainment gratification obtai ned is expected to have a negative impact. The present study has significant theoretical as well as practical implications. This study uncovers diverse gratifications sought and obtained by Chinese adolescents from using WeChat. By uniquely combing the attitude construct from the Theory of Planned Behavio Behavior with Uses and Gratifications Theory, it offers a fresh framework for analyzing social media use and user retention, potentially advancing theoretical discussions. It hi ghlights demographic variations in gratifications sought sought, gratifications obtained, attitude, and continuance intention, emphasizing the need for individual differences in media studies. A notable discovery is the unexpected negative impact of entertainment gratification obtained on continuance intention , a revelation that defies conventional wisdom and deepens our grasp of user motivation. The research provides crucial insights into the uses and gratifications of Chinese adolescent WeChat users as well as t heir continuance intention , which can inform platform designers, marketers and advertisers, policymakersolicymakers, parents and guardians , as well as future researchersresearchers.
format Thesis
author Liu, Huaxiang
author_facet Liu, Huaxiang
author_sort Liu, Huaxiang
title Uses and gratifications of wechat among adolescents in people’s republic of China
title_short Uses and gratifications of wechat among adolescents in people’s republic of China
title_full Uses and gratifications of wechat among adolescents in people’s republic of China
title_fullStr Uses and gratifications of wechat among adolescents in people’s republic of China
title_full_unstemmed Uses and gratifications of wechat among adolescents in people’s republic of China
title_sort uses and gratifications of wechat among adolescents in people’s republic of china
publishDate 2023
url https://eprints.ums.edu.my/id/eprint/39101/1/24%20PAGES.pdf
https://eprints.ums.edu.my/id/eprint/39101/2/FULLTEXT.pdf
https://eprints.ums.edu.my/id/eprint/39101/
_version_ 1805887919583395840
score 13.211869

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