A niche analysis on three social media in China: An examination on Weibo, WeChat, and QQ
|關鍵字:||區位理論;社群網路;市場競爭;新浪微博;騰訊微信;騰訊QQ;niche theory;SNS in China;market competition;Sina Weibo;Tencent WeChat;Tencent QQ|
This study adopted the niche theory to examine the competition among Sina Weibo, Tencent WeChat, and Tencent QQ. This study examined two resources, gratifications obtained and gratification opportunities that are the most important resources used in the media industry. Two methods were adopted, one of which was to conduct 20 intensive interviews. Another method was an online survey, which obtained 562 valid questionnaires. The data analysis shows that the strong competition existed between Sina Weibo and Tencent WeChat, and that Tencent WeChat in general had higher superiority scores than Sina Weibo. Furthermore, Sina Weibo and Tencent WeChat were found to be generalists, while Tencent QQ was a specialist. More findings were discussed in the thesis.
|Appears in Collections:||Thesis|