Abstract
As digital media becomes increasingly embedded in children’s daily lives, understand their interaction pattern, as well as attitudes towards varies digital content is essential. This study explores the key factors influencing Chinese children’s digital perceptions, with a particular focus on user experience (UX), content preferences, and the surrounding social influences. Considering China’s unique digital ecosystem, the study also highlights the role of cultural factors in shaping digital engagement. Through interviews with Chinese children aged 8-12, this study developed hypothesis in topics including children’s cognition, digital engagement, content preference, advertisement impact, social influences, as well as brand perceptions. Furthermore, this study proposes a conceptual framework— “Theory of Chinese Children’s Planned Digital Behavior”, inspired by the Theory of Planned Behavior (TPB), to better explain how children’s digital interactions are shaped by attitudes, social, and other contextual factors. This research contributes to the fields of UX design, digital branding, and child psychology, offering both academic insight and practical guidance for industry stakeholders.
| Educations | MSc in Business Administration and Digital Business, (Graduate Programme) Final Thesis |
|---|---|
| Language | English |
| Publication date | 2025 |
| Number of pages | 78 |
| Supervisors | Torkil Clemmensen |