Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)

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Exploring Primary Demands of Chinese Network Literature Audience: Uses and Gratifications Perspective

Authors
Pei Cao1, *
1Universiti Utara Malaysia, Kedah, Malaysia
*Corresponding author. Email: cao_pei@ahsgs.uum.edu.my
Corresponding Author
Pei Cao
Available Online 31 August 2023.
DOI
10.2991/978-2-38476-098-5_28How to use a DOI?
Keywords
Chinese network literature audience; Uses and gratifications
Abstract

In recent years, network literature has developed at an amazing speed, bringing to an increasing number of network literature audiences. These phenomena were particularly common in China. From the perspective of the uses and gratifications theory, this paper postulated that “relaxing yourself to enjoy fun”, “passing time”, “making friends online”, “pursuing new topics”, “showing yourself”, “information documentation and sharing”, “attractiveness of online literature” were the primary demands of Chinese network literature audience on the basis of previous research. In order to test the hypothesis, the quantitative approach had been adopted. Due to the characteristic of network literature, this study conducted an online survey, purposive sampling and reliance on available subjects were employed by this paper. The survey distributed the questionnaires to 300 audiences of Iqiyi novel via Questionnaire star, 256 questionnaires were returned, 214 questionnaires were adoptable. Through the questionnaire survey, reliability and validity analysis, correlation analysis, variance analysis, it was found that “relaxing yourself to enjoy fun”, “passing time” and “attractiveness of online literature” are the three primary demands of respondents among seven needs. Therefore, It was concluded that the usage behavior of Chinese network literature audience was derived from the three primary demands, including “relaxing yourself to enjoy fun”, “passing time” and “attractiveness of online literature”.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 August 2023
ISBN
10.2991/978-2-38476-098-5_28
ISSN
2352-5398
DOI
10.2991/978-2-38476-098-5_28How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Pei Cao
PY  - 2023
DA  - 2023/08/31
TI  - Exploring Primary Demands of Chinese Network Literature Audience: Uses and Gratifications Perspective
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 323
EP  - 334
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_28
DO  - 10.2991/978-2-38476-098-5_28
ID  - Cao2023
ER  -