Title: Factors influencing perceptions toward social networking websites in China

Authors: Wen Gong

Addresses: Howard University, 2600 6th Street, NW, Washington, DC 20059, USA

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. Hierarchical regression analyses were conducted. While income was found to be a significant predictor of users' attitude toward SNWs, gender, age 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 effects. Managerial implications were discussed.

Keywords: social networking websites; SNWs; perceptions; attitudes; China; user demographics; media characteristics; income; gender; age; marital status; perceived risk; enjoyment.

DOI: 10.1504/IJIMA.2013.056585

International Journal of Internet Marketing and Advertising, 2013 Vol.8 No.1, pp.54 - 68

Available online: 26 Sep 2013 *

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