Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)

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Exploring the Continuance Intention of Young Chinese Females to Use Social Media: The Case of Xiaohongshu

Authors
Yonglin Dai1, Wenrui Liang2, Wenjun Xv3, Yanyue Wu1, Yimin Wang1, *
1The Hong Kong Polytechnic University, Hong Kong, China
2Universiti of Malaya, Kuala Lumpur, Malaysia
3Yunnan University Secondary School, Kunming, China
*Corresponding author. Email: kenjiyiminwang@gmail.com
Corresponding Author
Yimin Wang
Available Online 9 September 2023.
DOI
10.2991/978-2-38476-092-3_220How to use a DOI?
Keywords
Social media; Use intentions; Young Chinese women; Technology Acceptance Model; Uses and Gratifications Theory; Social Identity Theory
Abstract

Chinese netizens’ social media demand is continuously rising, with young users receiving increased attention from social media companies and researchers. However, few studies have conducted in-depth research concentrated on the demand intentions of young Chinese women. Xiaohongshu is a representative female-oriented social network in China. We collected 329 valid questionnaire responses to conduct an empirical study on Xiaohongshu, analyzed through Structural Equation Modeling. The results show that: (1) perceived ease of use, reputation, and the perception of self-improvement are crucial for retaining young women’s intention; (2) perceived entertainment is an important intermediary for perceived ease of use to affect reputation, while normative influence has a strong impact on reputation; (3) perceived entertainment and life assistance occupy a prominent place in perceived self-improvement on continuous use intentions; and (4) perceived entertainment, normative influence, and help with purchasing decisions play an important role in life assistance.

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 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 September 2023
ISBN
978-2-38476-092-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-092-3_220How 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  - Yonglin Dai
AU  - Wenrui Liang
AU  - Wenjun Xv
AU  - Yanyue Wu
AU  - Yimin Wang
PY  - 2023
DA  - 2023/09/09
TI  - Exploring the Continuance Intention of Young Chinese Females to Use Social Media: The Case of Xiaohongshu
BT  - Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
PB  - Atlantis Press
SP  - 1715
EP  - 1732
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-092-3_220
DO  - 10.2991/978-2-38476-092-3_220
ID  - Dai2023
ER  -