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Gender Difference Influence on Attitude toward Social Media among Chinese Consumers
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media is developing rapidly and China has become the largest market of social media usage. Due to numerous international social media platforms being unavailable in China, Chinese consumers have different usage and attitude of social media from those in other countries. According to previous studies, consumers’ usage and attitude of social media can be different due to their gender. Due to these two factors, it is interesting to study gender differences in attitudes toward social media in a Chinese context. By using questionnaires, data are collected from students in Shanghai, China. By applying SPSS, analysis of the results shows that Chinese online consumers basically have positive attitude toward using social media and positively think social media influence them. Most of Chinese respondents spend more than 1 hour on social media daily. Generally speaking, Chinese consumers use social media in order to communicate with others and search for different events. As to gender difference, Chinese women are more likely to follow a famous person by using social media than men. Both men and women use Wechat and Weibo the most frequently.

Place, publisher, year, edition, pages
2015. , 59 p.
Keyword [en]
Gender, consumer behavior, attitude, social media
National Category
Business Administration
URN: urn:nbn:se:hb:diva-1117OAI: diva2:869648
Subject / course
Business Administration
Social and Behavioural Science, Law
Available from: 2015-11-16 Created: 2015-11-13 Last updated: 2015-11-16Bibliographically approved

Open Access in DiVA

HT2014KF03(1115 kB)