A Study of Modal Salient Beliefs in The Behavior of Using Dialect Stickers
Abstract
This study aims to explore the behavioral intrinsic factors of post-95 youth (Generation Z) in using dialect stickers on social platforms. The qualitative research method of semi-structured interviews based on the Theory of Planned Behavior (TPB) summarizes the modal salient beliefs of the behavior of using dialect stickers and analyzes the main motivations of users' behavior of using dialect stickers. The findings suggest that post-95 youth (Generation Z) have a positive attitude toward dialect sticker use, driven mainly by the factors of pleasantness and bringing people closer together. Although the advantages of dialect stickers were generally recognized as outweighing the disadvantages, cross-dialect communication barriers remained a major factor in generating negative emotions. Older generations are less receptive to dialect stickers, while the attitudes and behaviors of fellow villagers as well as friends have a significant impact on the use of dialect stickers. The study concluded that the behavioral influences on dialect sticker use need to be further measured and assessed, and the present study provides information on the beliefs of the measurement questionnaire, which provides a valuable reference for dialect sticker design.
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References
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