Factors Influencing Online Poll Participation: An Examination of Perception of Online Polls, Information Literacy, and Political Efficacy in Mainland China

The purpose of this study is to examine the degree of participation in online polls and its relationship to the perception of online polls, information literacy, and the political efficacy of Internet users in mainland China. Data was gathered online from a sample of 419 Internet users. Results show that perceptions of both the usefulness and trustworthiness of online polls positively correlated to participation in online polls but not to information literacy or to political efficacy. Contrary to expected results, political efficacy did not relate to online poll participation. However, regression results suggested that Internet users who often participated in online polls were usually males who were literate in publishing and believed that online polls were an effective and trustworthy means to express opinions on public issues. Limitations and implications for future studies are discussed.