Chinese online literature: Cross-generation audience’s attitudes to online paid reading and piracy

Abstract

The objective of this paper is to analyze Chinese cross-generational audiences’ attitude differences to online paid literature and digital piracy. The generation cohorts are divided into post-90s, post-80s, and post-70s which refer to the age group of 20-29, 30-39, and 40-49. In terms of methodology, this paper use pilot study to test the effectiveness of the survey and use online survey to gather the data needed. The comparison of percentage, mode, and average are used while analyzing the data. After the analysis, the result shows that Generation “post-90s” is most positive to online paid literature. However, their multiple ways to access pirated resources has big influence on it. This research also found that Generation “post-90s” is most positively supporting piracy and people are more willing to pay for genuine online literature while without access to free resources. This research is important because it gives the brief understanding of cross-generational audiences to the companies in this industry to help them make better decision in targeting and marketing.