eThesis - Kauppakorkeakoulun sähköiset gradut

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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 willingness 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 SNSs 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