Gratifications for using social media

Abstract

The purpose of this paper is to examine the general and specific gratifications that drive users’ choice of different social media. Sina Weibo and WeChat in China were selected for the current study. Two separate empirical surveys were conducted and 368 valid data were collected from Chinese university students experienced in using Sina Weibo or WeChat. Exploratory factor analysis, paired t test and independent-samples t test were employed for data analysis. The results identify four general gratifications for using different social media: hedonic gratification, affection gratification, information gratification and social gratification. In addition, factor structure of information gratification is different for different social media. Furthermore, the strength of each gratification differs to varying degrees across the use of different social media. Information gratification plays the most salient role in using Sina Weibo, whereas affection gratification is the most important motive for the use of WeChat. Also, the use of Sina Weibo can better fulfill individuals’ information and hedonic gratifications, while individuals prefer to use WeChat for achieving gratifications of social and affection.

Keywords

uses and gratifications theory social media motivation WeChat microblogging SinaWeibo

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