A comparative study on blog usage culture of Korean and Chinese Netizen

Abstract

Background/Objectives: In this study, blog use culture collectively refers to blog use behavior, blog role, and blog activity perception. Therefore, we compared the differences in blog use behavior, journalistic role, and blog activity perception among Korean and Chinese netizens. Methods/Statistical analysis: This study was conducted on 796 Korean and Chinese netizens who have experience using blogs. Factor analysis was conducted to investigate sub-factors of blog usage motive and usage pattern. We conducted t-test to confirm whether there is a difference in recognition between China and Korean netizens for each sub-factor of blog usage style. In addition, t-test was conducted to confirm whether there is a difference between blogger’s journalistic role recognition and blog activity recognition or ethical awareness among Chinese and Korean netizens. Finally, the reliability of the scale used in this study was examined by Cronbach’s alpha. Findings: The results of the study are as follows. First, blog use patterns were revealed as self-seeking use, private pleasure exchange use and social participation use, and there were significant differences in the perception among Korean and Chinese netizens in all 3 types of blog usage(self-seeking use, personal enjoyment exchange, and social participation type). Second, Korean netizens are more aware of blog journalism than Chinese netizens. Finally, Chinese netizens are more aware of blog activity than Korean netizens. These results will serve as a basis for in-depth understanding of Korean and Chinese netizen’s blogging culture. Improvements/Applications: This study confirms that there is a difference between the use behavior of Korean and Chinese netizens and the perception of blog journalism role and perception of activities.