Micro Blogging in China Perspectives from Generation-Y

BY

A Business Project Submitted to the Division of
Business and Management in Partial Fulfilment of the Graduation Requirement for the Degree of
Bachelor of Business Administration (Honours)

Beijing Normal University – Hong Kong Baptist University
United International College

April 2013

Acknowledgements

It has been a graceful pleasure working with partners in the project at final year at the UIC. This work would never be possible if there was no freedom that we were given to pursue our research interests.. We would like to express gratitude in large part to the considerable mentoring provided by Dr. Uchenna Eze, our supervisor of the Department of Business Management. He is a responsible teacher who always squeezed his valuable time for us to provide useful ideas and knowledge from different aspects. Without his advices, it might difficult for us to precede the project.
We want to thank to all the authors of the books and some samples whose works gave us a lot of guidance.
Besides, we are glad to say thank you to all respondents, who provide data to the research and contribute to the improvement of the research. Also, we would like to say thank you to our friends, classmates that give us strength to accomplish the research.
Indeed, we would like to say thank you to each other for devoting time to collecting data, analyzing results and solving problems. Our friendship is improved through cooperation, mutual learning and tolerance.
We want to express heartfelt gratitude to the strong supports that all people give to this project.
Cristy & Stacie
Table of Content
Micro Blogging in China Perspectives from Generation-Y 1
Acknowledgements i
Table of Content ii
List of Figures iii
List of Tables iv
Abstract v
1.Introduction 1
2.Literature Review 3
3.Hypotheses Development 8
4.Research method 12
5.Data Analysis and Findings 16
References 27
Appendix: 31
1.Questionnaire 31
2. SPSS OUTS 36

List of Figures
Figure 1: Research Model 11
Table 2: Normal P-P Plot of Regressions Standardized Residual 18
Table 2: Normal P-P Plot of Regressions Standardized Residual 38

List of Tables
Table 1: Respondents Profile 16
Table 2: Mean, Standard Deviation and Reliability Value of Variables 18
Table 3: Pearson Correlation Coefficient Matrix 19
Table 4: Multiple Regression Analysis (ANOVA Test) 19
Table 5: Model Summary 20
Table 6: Multiple Regression Analysis (Regression Coefficients and R2) 20
Table 1: Respondents Profile 36
Table 2: Mean, Standard Deviation and Reliability Value of Variables 37
Table 3: Pearson Correlation Coefficient Matrix 38
Table 4: Multiple Regression Analysis (ANOVA Test) 39
Table 5: Model Summary 39
Table 6: Multiple Regression Analysis (Regression Coefficients and R2) 39

Abstract
Micro blogging is a new form of communication which attracts millions of users worldwide, with rapid increase of users with generation Y, it is significant to analyze the key factors (Habit, Convenience, Communication benefits, Reputation, Expected relationship and Privacy concern) in micro blogging usage. In this project, some primary factors of micro blogging phenomena will be presented. The data analysis was based on 204 valid responses collected from questionnaires. The findings reveal that hypotheses of habit, convenience, communication benefits and privacy concern were supported. The finding would help business to develop the network tool for generation Y and provide benefits for the generation Y personal.
1. Introduction
1.1 Statement of problem: Background and motivation
Since the first micro blogging service Twitter attracted people to the micro blogging world in 2006, micro blogging was also rising in China in the next year. Micro blogging is a new form of brief blogging that users can publish their activities frequently through mobile phone or other