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Technology Usage Attitude and Internet of Behavior: A Study of Chinese Social Media Apps in Kerala
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Author(s): Vishnu Achutha Menon (Institute for Educational and Developmental Studies, Noida, India), Sandeep Kumar (Barkatullah Vishwavidyalaya, India)and Anil Shivani (Government Hamidia Arts and Commerce Degree College, Bhopal, India)
Copyright: 2026
Pages: 22
Source title:
Conflict and Representation in Online Communication
Source Author(s)/Editor(s): Rotimi Taiwo (Obafemi Awolowo University, Nigeria)
DOI: 10.4018/979-8-3373-5297-8.ch002
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Abstract
The usage of Chinese apps has surged in Kerala, driven by affordable smartphones, aggressive marketing, and popular social media and e-commerce platforms. Apps like TikTok, WeChat, and UC Browser have gained substantial user bases due to their user-friendly interfaces, innovative features, and localized content. Kerala's high literacy rate, widespread internet penetration, and tech-savvy population have contributed to the rapid acceptance and usage of these apps. This study investigates the influence of the Internet of Behavior (IoB) on technology readiness (optimism, innovativeness, discomfort, and insecurity) and technology usage attitudes (anxiety, negativity, and multitasking performance) among users of Chinese social media apps in Kerala. Using a quantitative research design and data collected from 510 participants, the study employs correlation and regression analyses to examine these relationships.
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