Consumer Behaviour on Social Networking Website
content
1 Background 1
2 Motivation and Value 2
2.1 Attributes 2
2.2 Outcomes 2
2.3 Values 3
3 Reference group 3
3.1 Aspiration reference group 3
3.2 Informal group 4
4 Culture and consumption 5
4.1 Supranational culture 5
4.2 National culture 5
4.3 Subculture 5
4.3.1 Family 6
4.3.2 Language 6
5 Conclusion 6
1 Background
Social networking has brought a great change in to the way people build relations with others. These sites are online platforms where users can create profiles to provide personal information, exchange individual ideas and share their interests with the others. Through social networking sites, people can keep in touch with friends despite the long distance and daily bustle. In this way, networking sites change the old communication pattern that people used to communicate face to face. In addition, more internet users accept this new way to build their social ties. According to the Pew Internet's report on social networking(2011), the number of people using social networking sites raised from 34 of internet users in 2008 to 59% in 2010.
Weibo, the second-largest social networking site in China, can be used as a good example to clearly demonstrate this huge success. It operated by SINA corporation and launched in August 2009. As a microblogging platform, Weibo enables customers publishing, broadcasting and achieving instant information based on their relationship. It does not take too much time for Weibo to get a large number of users. On the second quarter financial report released by SINA Weibo 2012 (cited in LU, 2012), there are 368 millions registered users and 36.5m daily active users on Weibo by the end of June this year. The first driving force of Weibo to attract massive users is its ideally integrating the functions of Twitter and Facebook. Weibo require people to publish posts within 140 Chinese characters and enables people to view embedded pictures and media without leaving the
1 Background 1
2 Motivation and Value 2
2.1 Attributes 2
2.2 Outcomes 2
2.3 Values 3
3 Reference group 3
3.1 Aspiration reference group 3
3.2 Informal group 4
4 Culture and consumption 5
4.1 Supranational culture 5
4.2 National culture 5
4.3 Subculture 5
4.3.1 Family 6
4.3.2 Language 6
5 Conclusion 6
1 Background
Social networking has brought a great change in to the way people build relations with others. These sites are online platforms where users can create profiles to provide personal information, exchange individual ideas and share their interests with the others. Through social networking sites, people can keep in touch with friends despite the long distance and daily bustle. In this way, networking sites change the old communication pattern that people used to communicate face to face. In addition, more internet users accept this new way to build their social ties. According to the Pew Internet's report on social networking(2011), the number of people using social networking sites raised from 34 of internet users in 2008 to 59% in 2010.
Weibo, the second-largest social networking site in China, can be used as a good example to clearly demonstrate this huge success. It operated by SINA corporation and launched in August 2009. As a microblogging platform, Weibo enables customers publishing, broadcasting and achieving instant information based on their relationship. It does not take too much time for Weibo to get a large number of users. On the second quarter financial report released by SINA Weibo 2012 (cited in LU, 2012), there are 368 millions registered users and 36.5m daily active users on Weibo by the end of June this year. The first driving force of Weibo to attract massive users is its ideally integrating the functions of Twitter and Facebook. Weibo require people to publish posts within 140 Chinese characters and enables people to view embedded pictures and media without leaving the