Cultural values, connection, and participatory cultural divide: Chinese generation cohort differences in adoption and use of WeChat

This study explores how WeChat, one of the most popular Chinese-based Social Network Sites (SNSs), has been adopted and used under different patterns between two Chinese generation cohorts, namely “The post-70” (i.e., people who were born in the 1970s) and “The post-90” (i.e., people who were born in the 1990s). Three major issues were examined in this Study: (1) what are the differences in WeChat connection between two generations; (2) how Chinese post-70 and the post-90 cohorts differ regarding their cultural value orientations and how those differences influence their WeChat connection; (3) if there is a participatory cultural divide between two generation cohorts. Two hundred and eight the post-70 cohort and 221 the post-90 cohort were recruited to complete a 91-item survey. Results indicated significant differences between the post-70 and the post-90 cohorts in WeChat adoption and use, collectivistic/individualistic (COL/IND) orientations, and participation in creating and spreading of popular online memes. Moreover, factors influencing human capital- enhancing activities on WeChat were examined. Also explored were the influence of cultural values on the motivations to connect to the Internet and frequencies of different types of WeChat activities. Major findings and limitations were discussed.