Factors influencing perceptions toward social networking websites in China

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.

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