Guo, Pianpian (2025) The Influence Of Perceived Benefits And Sacrifices On The Adoption Behaviour Of Earthy Short-Form Videos: A Study On Small-Town Youth In Henan, China. PhD thesis, Universiti Sains Malaysia.
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Abstract
The development of information technology has given birth to the era of short videos. Despite criticism and skepticism, earthy short videos have flourished, quickly taking over major short video apps, social media platforms, networks, and e-commerce platforms. This phenomenon of popularity is perplexing and worth studying the reasons behind it and the influencing factors. To explore the influence of perceived benefit factors and sacrifice factors on perceived value and adoption of earthy short videos, this study constructed a value adoption model for earthy short videos based on VAM and perceived value theory. The study takes small-town youth, the protagonists of earthy short videos, as the research object, collects 548 samples from small-town youth, and statistically analyzes the data using the method of structural equation modeling. The findings suggest that the adoption of earthy short videos by Chinese small-town youth is determined by a combination of their perceived value of earthy short videos, self-efficacy, subcultural recognition, and usefulness.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media |
| Divisions: | Pusat Pengajian Komunikasi (School of Communication) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 15 Sep 2026 07:27 |
| Last Modified: | 15 Sep 2026 07:27 |
| URI: | http://eprints.usm.my/id/eprint/64949 |
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