Haoyuan Yu1 & Farideh Alizadeh2
1Faculty of Creative Arts, University of Malaya (UM), 50603, Kuala Lumpur, Malaysia.
ORCID ID: 0000-0003-3223-2685. Email: Henryyu0820@gmail.com
2Corresponding author, Department of Drama, Faculty of Creative Arts, University of Malaya (UM), 50603, Kuala Lumpur, Malaysia. ORCID ID: 0000-0001-5695-5314. Email: farideh@um.edu.my
[Received 24 May 2023, modified 17 July 2023, accepted 25 July 2023, first published 31 July 2023]
[Sustainable Development Goals: Decent Work and Economic Growth]
Rupkatha Journal, Vol. 15, Issue 2, 2023. https://doi.org/10.21659/rupkatha.v15n2.28
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Abstract
With the increasing number of overseas users of China’s social media (CSM), this study aimed to explore the motivation and behavior of Malaysian Chinese in using Chinese social media platforms. A questionnaire was done to 219 Malaysian Chinese, and the data were analyzed using descriptive statistics and regression analysis in SPSS. The results show that Malaysian Chinese use CSM with high frequency and duration. Their main motives are information, entertainment, and interpersonal interaction. The results indicated that entertainment motivation (?=0.448, p=0.000), information motivation (?=0.348, p=0.000), self-presentation motivation (?=0.142, p=0.047), and social motivation significantly (?=-0.249, p=0.000) affected the use of CSM among Malaysian Chinese, while business motivation did not. Overall, this study provides valuable insights into the patterns of Malaysian Chinese usage of CSM and their motivations, which is crucial for marketers and advertisers trying to effectively target this group on social media platforms. Moreover, the findings of this study have important implications for cross-country communication and exchange within the same ethnic culture.
Keywords: Motivation; behavior, regression analysis, Malaysian Chinese, China’s social media.