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A Survey of Chinese Teenager Behaviors on the Local Social Networking Sites View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Aaltodoc Publication Archive A Survey of Chinese Teenager Behaviors on the Local Social Networking Sites Information Systems Science Master's thesis Xiaoyu Hou 2013 Department of Information and Service Economy Aalto University School of Business Powered by TCPDF (www.tcpdf.org) Aalto University Abstract School of Economics May 2, 2013 Master‟s Thesis Hou Xiaoyu A Survey of Chinese Teenager Behaviors on the Local Social Networking Sites Purpose of the Study The purpose of this research is to study how Chinese teenagers behave on the local SNSs and the factors influencing Chinese teenagers on choosing SNSs. The research also describes the current situation of Chinese Internet economy and SNSs development as well as the characters of Chinese teenagers affected by the local policies, culture and educational system. Methodology A research model is developed based on six degree separation theory, Technology Acceptance Model, online advertising avoidance model and SNSs revenue models. The research model is to examine how people, technology, advertisements and wiliness of payment factors influencing Chinese teenagers on choosing SNSs. A survey research is used as the research method in this study and the primary information of Chinese teenagers using the local SNSs is collected by the use of a questionnaire. The questionnaire is answered by 600 randomly chosen students from a randomly chosen junior and high school in Beijing. Quantitative methods are used to carry out the statistical results from primary data collected from the questionnaire and qualitative method is used to identify the natures of Chinese teenager SNSs users. Findings Chinese Internet industry started late but is developing and catching up fast. However, the development is unbalanced between eastern and coastal cities and western cities, and between urban and rural areas of China. Sina Weibo, Qzone, Renren.com and Kainxin001 are the four most popular and competitive Chinese local SNSs. Being affected by the “One Child” policy, family and school education, Chinese teenagers are over protected, lack of imaginations, creativities and social abilities. Most of the Chinese teenagers spend their after school time at home on contacting their friends by using SNSs. Their biggest reason and activity of using social networking sites are contacting friends. Technology and people are the most important factors influencing Chinese teenagers on choosing SNSs. Although most of the Chinese teenagers are only using the free basic functions of SNSs, there are still many of them willing to spend money on SNSs. Opportunities can be found in Chinese mobile Internet and smart phone market, as well as in the social media industry toward teenager target group. Key Words: Social networking sites, teenagers, Weibo, QQ, Renren.com, Kaixin001 Table of Contents List of Figures ............................................................................................................................. 4 List of Tables .............................................................................................................................. 5 1. Introduction ............................................................................................................................. 6 1.1 Motivation ......................................................................................................................... 6 1.2 Research Objectives and Research Question ...................................................................... 7 1.3 Research Methodologies .................................................................................................... 9 1.4 Structure of the Research ................................................................................................... 9 2. Defining Social Networking Sites .......................................................................................... 11 2.1 Defining Social Networking Sites .................................................................................... 11 2.2 Clarifying Social Networking Sites from the Confusions .................................................. 12 2.3 A History of Social Networking Sites .............................................................................. 14 2.4 Pros and Cons of Social Networking Sites........................................................................ 15 3. Internet Economy of China .................................................................................................... 16 3.1 The Population and Educational Level ............................................................................. 16 3.2 Economy and Household Consumption ............................................................................ 17 3.3 Development of Internet .................................................................................................. 20 4. Chinese Social Networking Sites ........................................................................................... 29 4.1 Social Networking Services in China ............................................................................... 29 4.2 Sina Weibo ...................................................................................................................... 33 4.3 Qzone .............................................................................................................................. 35 4.4 Renren.com ..................................................................................................................... 37 4.5 Kaixin001 ........................................................................................................................ 39 5. Characteristics of Chinese Teenagers ..................................................................................... 41 5.1 “One Family One Child” Policy ....................................................................................... 41 5.2 Educational System of China ........................................................................................... 42 5.3 Comparison between Chinese and Western Education ...................................................... 42 5.4 After School Time of Chinese Teenagers ......................................................................... 43 6. Earlier Research and Theoretical Models ............................................................................... 44 6.1 Six Degree Separation ..................................................................................................... 44 6.2 Technology Acceptance Model ........................................................................................ 45 6.3 Online Advertising Avoidance ......................................................................................... 46 2 6.4 Social Networking Sites Revenue Models ........................................................................ 47 7. Research Methodology .......................................................................................................... 49 7.1 Research Model and Research Questions ......................................................................... 49 7.2 Questionnaire .................................................................................................................. 50 7.3 Qualitative Research virus Quantitative Research............................................................. 52 8. Empirical Research................................................................................................................ 54 8.1 General Information......................................................................................................... 54 8.2 Research Process ............................................................................................................. 57 8.3 Findings .......................................................................................................................... 65 9. Conclusion ............................................................................................................................ 69 9.1 Summary of the Study ..................................................................................................... 69 9.2 Recommendations to Investors......................................................................................... 70 9.3 Limitation of the Study .................................................................................................... 71 Appendix: Questionnaire of Teenagers‟ Behaviors in SNSs ....................................................... 73 References ................................................................................................................................ 74 3 List of Figures Figure 1: Income and Consumption in Urban and Rural Areas 1978-2008 (FOST, 2010) ........... 19 Figure 2: Number of Internet Users and Internet Penetration Rate 2005-2012 (CNNIC, 2013) ... 22 Figure 3: Number of Mobile Phone Users and Percentage in Total Internet Users 2007-2012 (CNNIC, 2013) ......................................................................................................................... 23 Figure 4: Internet Users in Urban Area & Rural Area 2011 & 2012(CNNIC, 2013) ................... 23 Figure 5: Age Structure of Internet Users 2011 & 2012 (CNNIC, 2013)..................................... 25 Figure 6: Educational Levels of Internet Users 2011 & 2012 (Source: CNNIC,
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