The Motives and Behavior of Malaysian Chinese Using China’s Social Media

IF 0.2 0 HUMANITIES, MULTIDISCIPLINARY

Rupkatha Journal on Interdisciplinary Studies in Humanities Pub Date : 2023-07-31 DOI:10.21659/rupkatha.v15n2.28

Haoyuan Yu, Farideh Alizadeh

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引用次数: 0

Abstract

With the increasing number of overseas users of China’s social media (CSM), this study aimed to explore the motivation and behavior of Malaysian Chinese in using Chinese social media platforms. A questionnaire was done to 219 Malaysian Chinese, and the data were analyzed using descriptive statistics and regression analysis in SPSS. The results show that Malaysian Chinese use CSM with high frequency and duration. Their main motives are information, entertainment, and interpersonal interaction. The results indicated that entertainment motivation (?=0.448, p=0.000), information motivation (?=0.348, p=0.000), self-presentation motivation (?=0.142, p=0.047), and social motivation significantly (?=-0.249, p=0.000) affected the use of CSM among Malaysian Chinese, while business motivation did not. Overall, this study provides valuable insights into the patterns of Malaysian Chinese usage of CSM and their motivations, which is crucial for marketers and advertisers trying to effectively target this group on social media platforms. Moreover, the findings of this study have important implications for cross-country communication and exchange within the same ethnic culture.

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马来西亚华人使用中国社交媒体的动机和行为

随着中国社交媒体(CSM)海外用户的增加，本研究旨在探讨马来西亚华人使用中国社交媒体平台的动机和行为。对219名马来西亚华人进行问卷调查，采用SPSS软件进行描述性统计和回归分析。结果表明，马来西亚华人使用CSM的频率和持续时间都很高。他们的主要动机是获取信息、娱乐和人际交往。结果表明，娱乐动机(?=0.448,p=0.000)、信息动机(?=0.348,p=0.000)、自我呈现动机(?=0.142,p=0.047)和社交动机(?=-0.249,p=0.000)显著影响马来西亚华人的CSM使用，而商业动机对CSM使用无显著影响。总的来说，这项研究为马来西亚华人使用CSM的模式及其动机提供了有价值的见解，这对于营销人员和广告商试图在社交媒体平台上有效地瞄准这一群体至关重要。此外，本研究结果对同一民族文化的跨国沟通和交流具有重要的启示意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Rupkatha Journal on Interdisciplinary Studies in Humanities HUMANITIES, MULTIDISCIPLINARY-

自引率

0.00%

发文量

129

审稿时长

8 weeks

期刊介绍： “The fundamental idea for interdisciplinarity derives” as our Chief Editor Explains, “from an evolutionary necessity; namely the need to confront and interpret complex systems…An entity that is studied can no longer be analyzed in terms of an object of just single discipline, but as a contending hierarchy of components which could be studied under the rubric of multiple or variable branches of knowledge.” Following this, we encourage authors to engage themselves in interdisciplinary discussion of topics from the broad areas listed below and apply interdsiciplinary perspectives from other areas of the humanities and/or the sciences wherever applicable. We publish peer-reviewed original research papers and reviews in the interdisciplinary fields of humanities. A list, which is not exclusive, is given below for convenience. See Areas of discussion. We have firm conviction in Open Access philosophy and strongly support Open Access Initiatives. Rupkatha has signed on to the Budapest Open Access Initiative. In conformity with this, the principles of publications are primarily guided by the open nature of knowledge.