I Know You: User Profiling on Social Media Usage of Chinese Private University Students
Abstract
Chinese university students’ use of social media is becoming increasingly diverse, and students from private universities in China have different group characteristics than those from public universities. This research endeavoured to establish a comprehensive user profile of Chinese private university students by examining their social media usage patterns. The purpose was to gain profound insights into the distinctive attributes of students in China’s private universities within the context of the current era characterised by extensive data availability. This study employed a questionnaire-based research approach to acquire a dataset consisting of 673 instances of social media usage among students enrolled in private universities in China. Subsequently, exploratory factor analysis was performed using the Statistical Package for Social Sciences (SPSS) software, extracting five (5) categorical feature tags. Combined with the extracted feature tags and the usage status and perception dimension data, the K-means cluster analysis method was used to perform rapid clustering to derive four (4) differentiated groups comprising information exchange-oriented users, instrument-oriented users, dependent-oriented users and entertainment-oriented users. Furthermore, thorough analysis and description of the essential attributes for these 4 user profile categories have been conducted by incorporating the fundamental user information.
References
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Mann, R.B., & Blumberg, F. (2022). Adolescents and Social Media: The Effects of Frequency of Use, Self-Presentation, Social Comparison, and Self Esteem on Possible Self Imagery. Acta Psychologica, 228, 1-8. https://doi.org/10.1016/j.actpsy.2022.103629.
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Azzam, F., Kayed, M., & Ali, A. (2022). A Model for Generating a User Dynamic Profile on Social Media. Journal of King Saud University - Computer and Information Sciences, 34(10), 9132-9145. https://doi.org/10.1016/j.jksuci.2022.08.036.
Chen, T., & Zhou, W. (2021). Accurate Analysis of Extracurricular Learning Situations Based on User Persona, Taking Minority Language Majors as an Example. Journal of West Anhui University, 37(2). https://m.fx361.com/news/2021/0524/18474331.html.
Chen, Y., Lei, Q., & Gao, M. (2021). The Impact of Using Social Media on College Students’ Subjective Well-Being — Perspectives from Indigenous Psychological Capital Theory. Modern Education Science, 5. https://doi.org/10.13980/j.cnki .xdjykx.2021.05.020.
Cino, D., & Formenti, L. (2021). To Share or not to Share? That is the (Social Media) Dilemma. Expectant Mothers Questioning and Making Sense of Performing Pregnancy on Social Media. Convergence, 27(2), 491-507. https://doi.org/10.1177/1354856521990299.
Cooper, A. (1999). The Inmates are Running the Asylum. https://doi.org/10.1007/978-3-322-99786-9_1.
Dai, B., Yang, Z., & Zhang, P. (2022). Research Progress on the Psychological Impacts of Passive Social Media Use Among Adolescents. Chinese Journal of School Health, 43(5), 690-695. https://doi.org/10.16835/j.cnki.1000-9817.2022.05.012.
Data Reportal. (2023). Digital 2023: China. In DATAREPORTAL. https://datareportal.com/reports/digital-2023-china.
Dong, R., Yang, F., & Liu, H. (2022). Research on Application of User Portrait in Precise Employment Recommendation Service. Electronics World, 84-86. https://doi.org/10.19353/j.cnki.dzsj.2022.01.041.
Gan, C., Liang, X., & Li, T. (2018). Understanding User Behavior of Social Networking Service from the Perspective of Uses and Gratifications: A Content Analysis of 54 Empirical Studies. Library and Information Service, 62(7), 134–143. https://doi.org/https://doi.org/10.13266/j.issn.0252-3116.2018.07.016.
Gao, G. (2019). A Survey of User Profiles Methods. In Data Analysis and Knowledge Discovery 3(3), 25-35. https://doi.org/10.11925/infotech.2096-3467.2018.0784.
Global Times. (2023). Number of Internet users in China Reaches 1.079 Billion, Empowering Economic Recovery. Global Times.
Gong, X., & Yang, X. (2020). Social Media Platforms. The Geographic Information Science & Technology Body of Knowledge, 1-9.
Goodchild, M.F. (2007). Citizens as Sensors: The World of Volunteered Geography. In GeoJournal, 69(4), 211-221. https://doi.org/10.1007/s10708-007-9111-y.
Guo, S., & Zhang, Y. (2021). Research on User Profile Construction of College Students in Online Health Community Based on VALS2, 12, 47-58. https://doi.org/10.3969/j.issn.1008-0821.2021.10.006.
Handayani, A., Sudargo, S., Yulianti, P., & Ardini, S. (2020). The Impact of Social Media on Adolescent Self-Concept: An Overview Based on Self Theory. Jurnal Ilmiah Peuradeun, 8(3), 553-566. https://doi.org/10.26811/peuradeun.v8i3.512.
Huang, X., Wang, S., Zhang, M., Hu, T., Hohl, A., She, B., Gong, X., Li, J., Liu, X., Gruebner, O., Liu, R., Li, X., Liu, Z., Ye, X., & Li, Z. (2022). Social Media Mining Under the COVID-19 Context: Progress, Challenges, and Opportunities. International Journal of Applied Earth Observation and Geoinformation, 113, 1-14. https://doi.org/10.1016/j.jag.2022.102967.
Huang, Z. (2022). Analysis on the Effect of Self-Portrait and Influencing Factors of University Students’ Entrepreneurial Behavior: Based on the in-Depth Interview with University Student Entrepreneurs. Journal of Zhejiang Shuren University, 22(5). https://doi.org/10.3969 /j.issn.1671-2714.2022.05.009.
Jamie. (2023). Chinese Social Media Statistics and Trends Infographic.
Jarman, H.K., Marques, M.D., McLean, S.A., Slater, A., & Paxton, S.J. (2021). Motivations for Social Media Use: Associations with Social Media Engagement and Body Satisfaction and Well-Being Among Adolescents. Journal of Youth and Adolescence, 50(12), 2279-2293. https://doi.org/10.1007/s10964-020-01390-z.
Jarrar, Y., Awobamise, A., Nweke, G.E., & Tamim, K. (2022). Motivations for Social Media Use as Mediators in the Relationship between Emotional Intelligence and Social Media Addiction. Online Journal of Communication and Media Technologies, 12(4), 1-13. https://doi.org/10.30935/ojcmt/12580.
Jiang, W. (2020). Research on the Construction of Reading Collaboration Platform for Private College Students Under the Background of Mobile Internet. Intelligent Technology, 119-121. https://doi.org/10.13535/j.cnki.10-1507/n.2020.14.50.
Joinson, A.N. (2008). “Looking at”, “Looking up” or “Keeping up with” People? Motives and uses of Facebook. Conference on Human Factors in Computing Systems – Proceedings, 1027-1036. https://doi.org/10.1145/1357054.1357213.
Kolhar, M., Kazi, R.N.A., & Alameen, A. (2021). Effect of Social Media Use on Learning, Social Interactions, and Sleep Duration Among University Students. Saudi Journal of Biological Sciences, 28(4), 2216-2222. https://doi.org/10.1016/j.sjbs.2021.01.010.
Lee, M., Kwahk, J., Han, S.H., Jeong, D., Park, K., Oh, S., & Chae, G. (2020). Developing Personas & Use Cases with User Survey Data: A Study on the Millennials’ Media Usage. Journal of Retailing and Consumer Services, 54, 102051. https://doi.org/10.1016/j.jretconser.2020.102051.
Li, X., Xu, H., Huang, X., Guo, C. (Atlas), Kang, Y., & Ye, X. (2021). Emerging Geo-Data Sources to Reveal Human Mobility Dynamics During COVID-19 Pandemic: Opportunities and Challenges. Computational Urban Science, 1(1), 1-9. https://doi.org/10.1007/s43762-021-00022-x.
Liu, X. (2021). The Exploration and Research of User Portrait to Help Ideological and Political Education from the Perspective of Mobile New Media. Science and Education Journal, 5, 84-85. https://doi.org/10.16400/j.cnki.kjdkz.2021.02.035.
Lu, Q. (2019). A survey of College Students’ Internet Use: Motivation and Internet Application. The Chinese Journal of ICT in Education, 438. https://m.fx361.com/news/2019/0308/16090448.html.
Mann, R.B., & Blumberg, F. (2022). Adolescents and Social Media: The Effects of Frequency of Use, Self-Presentation, Social Comparison, and Self Esteem on Possible Self Imagery. Acta Psychologica, 228, 1-8. https://doi.org/10.1016/j.actpsy.2022.103629.
Mayfield, A. (2008). What is social media? An eBook from iCrossing. What Is Social Media ? An EBook from ICrossing.
Murugesan, S. (2007). Understanding Web 2.0. IT Professional, 9(4), 34-41. https://doi.org/10.1109/MITP.2007.78
Ortiz-Ospina, E., & Roser, M. (2023). The rise of Social Media. Our World in Data. https://ourworldindata.org/rise-of-social-media.
Papacharissi, Z., & Mendelson, A. (2020). Toward a New(er) Sociability: Uses, Gratifications, and Social Capital on Facebook. In Media Perspectives for the 21st Century, 212-230. https://doi.org/10.4324/9780203834077-21.
Pratiwi, P.S., Xu, Y., Li, Y., Trost, S.G., Clanchy, K.M., & Tjondronegoro, D.W. (2018). User Profile Ontology to Support Personalization for e-Coaching Systems. In Proceedings of the CIKM 2018 Workshops: Co-Located with 27th ACM International Conference on Information and Knowledge Management (CIKM 2018). Sun SITE Central Europe (CEUR).
Quintana, R.M., Haley, S. R., Levick, A., Holman, C., Hayward, B., & Wojan, M. (2017). The Persona Party: Using Personas to Design for Learning at Scale. Conference on Human Factors in Computing Systems - Proceedings, Part F127655, 933-941. https://doi.org/10.1145/3027063.3053355.
Ren, G.F., & Chen, Y.Y. (2020). Motivation, Participation way and Individual job Performance of Users of short Video Social Media. Science And Technology For Development, 16(11), 1449–1457. https://doi.org/10.11842/chips.20200113002.
Rodgers, R.F., Mclean, S.A., Gordon, C.S., Slater, A., Marques, M.D., Jarman, H. K., & Paxton, S. J. (2021). Development and Validation of the Motivations for Social Media Use Scale (MSMU) Among Adolescents. In Adolescent Research Review, 6(4), 425-435. https://doi.org/10.1007/s40894-020-00139-w.
Salonen, V., & Karjaluoto, H. (2016). Web Personalization: The State of the Art and Future Avenues for Research and Practice. In Telematics and Informatics, 33(4), 1088-1104. https://doi.org/10.1016/j.tele.2016.03.004.
Tu, X., Pu, F., Zhao, X., & Chen, M. (2021). Construction and Implementation of Behavior Portrait System Based on Students’ Comprehensive Quality Evaluation. Network Information Engineering. https://doi.org/10.16520/j.cnki.1000-8519.2021.17.027.
Valkenburg, P. M., Beyens, I., Meier, A., & Vanden Abeele, M. M. P. (2022). Advancing Our Understanding of the Associations between Social Media Use and Well-Being. In Current Opinion in Psychology, 47, 101357, 1-7. https://doi.org/10.1016/j.copsyc.2022.101357.
Wang, S., & Zhu, G. (2019). Analysis and Countermeasures of Psychological Problems of College Students in Private Colleges and Universities. In 2019 3rd International Conference on Economic Development and Education Management (ICEDEM 2019), 47, 321-324. Atlantis Press. https://doi.org/10.2991/icedem-19.2019.76.
Yan, J.-Q., & Ning, F. (2023). Review of User Profile Construction Methods and Prospects. Development ＆ Innovation of Machinery ＆ Electrical Products, 36(1), 138-141. https://doi.org/10.3969/j.issn.1002-6673.2023.01.041.
Yang, C., Huang, Q., Li, Z., Liu, K., & Hu, F. (2017). Big Data and Cloud Computing: Innovation Opportunities and Challenges. In International Journal of Digital Earth, 10(1), 13-53. https://doi.org/10.1080/17538947.2016.1239771.
Yao, C. (2018). Research on the Behavior Characteristics of Students Utilizating the Social Media in Higher Vocational Colleges. Chinese Vocational and Technical Education. https://lzlib.cglhub.com/auto/db/detail.aspx?db=950001&rid=16005232&agfi=0&cls=0&uni=False&cid=0&showgp=False&prec=False&md=213&pd=206&msd=212&psd=11&mdd=211&pdd=203&count=10&reds=%D2%A6%B3%A4%BC%D1.
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Published
2024-01-30
How to Cite
WANG, Yunyan; TEO, Poh-Chuin.
I Know You: User Profiling on Social Media Usage of Chinese Private University Students.
Jurnal Ilmiah Peuradeun, [S.l.], v. 12, n. 1, p. 71-98, jan. 2024.
ISSN 2443-2067.
Available at: <https://journal.scadindependent.org/index.php/jipeuradeun/article/view/1076>. Date accessed: 12 dec. 2024.
doi: https://doi.org/10.26811/peuradeun.v12i1.1076.
Section
Articles
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