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http://dx.doi.org/10.5392/IJoC.2022.18.2.001

The Role of China Douyin Short Video App During COVID-19  

Zhou, Yaqi (SangMyung University)
Lee, Jong Yoon (SangMyung University)
Liu, Shanshan (Nanyang Institute of Technology)
Fan, Hao (SangMyung University)
Publication Information
International Journal of Contents / v.18, no.2, 2022 , pp. 1-17 More about this Journal
Abstract
As of September 2021, COVID-19 is still seriously impacting people globally. To better control the epidemic, the Chinese government adopted a nationwide quarantine policy at the early stage of the discovery of COVID-19, which has significantly changed people's production and life. China's Douyin app (International version: TikTok) is an extremely influential entertainment and social tool. During COVID-19, a large number of short videos about COVID-19 appeared. Publishers included government agencies, professionals, and self-media. The content released has made Douyin a tool for people to receive COVID-19 information in addition to entertainment and social functions. This is a quantitative study. By exploring the impact of the Douyin app on Chinese college students during COVID-19, this study provides suggestions from the level of social media such as TikTok to enable Korea's epidemic prevention to be more effective. This study established variable questions such as Douyin's information perceived value, information usage channels, information awareness, anti-epidemic policy attitude, trust of public institution and preventive behavioral intention, and conducted a questionnaire survey. Using SPSS to analyze the obtained data, this study found that: 1. The short video information usage channels about COVID-19 in Douyin have a positive impact on the audience's information awareness; 2. The information perceived value in Douyin has a positive impact on the audience's information awareness; 3. Information awareness and trust of public institution in Douyin have a positive impact on the audience's anti-epidemic policy attitude; 4. Information awareness and trust of public institutions in Douyin have a positive impact on the audience's preventive behavioral intention; 5. The audience's anti-epidemic policy attitude has a positive effect on preventive behavioral intention.
Keywords
COVID-19; Douyin; Information Perceived Value; Information Usage Channels; Anti-Epidemic Policy attitude;
Citations & Related Records
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