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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/110627


    Title: Perceived characteristics, perceived popularity, and playfulness: Youth adoption of mobile instant messaging in China
    Authors: 林翠絹
    Lin, T. T. C.
    Contributors: 廣電系
    Date: 2014
    Issue Date: 2017-06-29 11:07:14 (UTC+8)
    Abstract: Mobile instant messaging (MIM) has been gaining in popularity in China due to its free and user-friendly nature. Few scholarly studies have investigated factors affecting the adoption of MIM among Chinese youth. This web survey examined perceived characteristics of MIM and its adopter characteristics among 18 to 30 year-old users in China. The study found that the majority of Chinese youths adopted WeChat and Mobile QQ services and used texting most often. Socialization was their main purpose of using MIM. More than 75% of respondents used it to connect with friends, colleagues, and classmates. The results also showed age had a negative influence on the adoption levels of MIM while compatibility, perceived popularity, and perceived playfulness were positively associated with MIM usage among Chinese youths. Contrary to prior studies, perceived trialability of MIM was negatively related to MIM use. The implications of MIM usage and adoption are discussed.
    Relation: China Media Research, 10(2), 60-71
    Data Type: article
    Appears in Collections:[廣播電視學系] 期刊論文

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