ANALISIS MOTIF DAN KEPUASAN MASYARAKAT CINA DI MALAYSIA TERHADAP PENGGUNAAN APLIKASI DOUYIN
Analysis of Motives and Gratifications of Malaysian Chinese Towards the Use of Douyin Application
DOI:
https://doi.org/10.37231/apj.2024.7.2.637Abstract
Abstract: As a leading short-video platform, Douyin has become increasingly popular among Chinese communities worldwide, including Malaysian Chinese users. This study analyzes the motives and gratifications of the Chinese community in Malaysia towards the use of the Douyin application as well as its influence on their lifestyle. This study uses a qualitative approach, collecting data through online and face-to-face interviews. The sample consisted of Douyin users aged 18 to 30 years old, Chinese, Malaysian citizens and having a Douyin account. The data was analyzed using thematic analysis to identify the motives for using Douyin and their satisfaction with the platform based on Uses and Gratifications Theory. The study also identifies language preference and platform convenience as contributing factors to user engagement. Participants expressed satisfaction with Douyin's diverse content, interactive features, and its capacity for innovation, which they felt distinguished it from other social media platforms. However, concerns about overuse and its potential negative influence, particularly on younger users, were also noted. This research contributes to a deeper understanding of how Douyin shapes the digital practices and lifestyle choices of the Malaysian Chinese community, emphasizing its role in transnational cultural exchange and digital media consumption. This study provides important insights into how Douyin applications influence Chinese users in Malaysia and provides a basis for a deeper understanding of the relationship between digital technology and community lifestyles.
Keywords: Douyin Application; Uses and Gratifications Theory; Lifestyle; Chinese Citizen; Malaysia
Abstrak: Sebagai platform video pendek yang terkemuka, Douyin semakin popular dalam kalangan komuniti Cina di seluruh dunia, termasuk pengguna Cina di Malaysia. Kajian ini menganalisis motif dan kepuasan komuniti Cina di Malaysia terhadap penggunaan aplikasi Douyin serta pengaruhnya terhadap gaya hidup mereka. Kajian ini menggunakan pendekatan kualitatif, dengan pengumpulan data melalui temu bual dalam talian dan secara bersemuka. Sampel kajian terdiri daripada pengguna Douyin berusia 18 hingga 30 tahun, berbangsa Cina, warganegara Malaysia, dan mempunyai akaun Douyin. Data dianalisis menggunakan analisis tematik untuk mengenal pasti motif penggunaan Douyin dan tahap kepuasan mereka terhadap platform ini berdasarkan Teori Penggunaan dan Kepuasan. Kajian ini juga mengenal pasti keutamaan bahasa dan kesenangan penggunaan platform sebagai faktor yang menyumbang kepada penglibatan pengguna. Para peserta menyatakan kepuasan mereka terhadap kepelbagaian kandungan, ciri interaktif, dan keupayaan inovasi Douyin, yang mereka rasakan membezakannya daripada platform media sosial lain. Walau bagaimanapun, kebimbangan tentang penggunaan berlebihan dan kesan negatif yang berpotensi, terutamanya terhadap pengguna muda, turut dicatatkan. Kajian ini menyumbang kepada pemahaman yang lebih mendalam tentang bagaimana Douyin membentuk amalan digital dan pilihan gaya hidup komuniti Cina di Malaysia, menekankan peranannya dalam pertukaran budaya transnasional dan penggunaan media digital. Kajian ini memberikan pandangan penting tentang bagaimana aplikasi Douyin mempengaruhi pengguna Cina di Malaysia dan menyediakan asas untuk pemahaman yang lebih mendalam tentang hubungan antara teknologi digital dan gaya hidup komuniti.
Kata kunci: Aplikasi Douyin; Teori Kegunaan dan Kepuasan; Gaya Hidup; Masyarakat Cina; Malaysia
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