Investigating Facebook and Google usage in Taiwan's college students
by Huey-Wen Chou; Kai-Chun Chang; Yu-Hsun Lin
International Journal of Services Technology and Management (IJSTM), Vol. 19, No. 4/5/6, 2013

Abstract: This study proposes and tests a research model that was developed based on the uses-and-gratifications theory, personal traits, and intimacy. The aim of this study was to investigate whether selected factors have differential predicting power with respect to the use of Facebook and Google services in Taiwan. This study employed seven constructs: purposive value, hedonic value, social identity, social support, interpersonal relationship, personality traits, and intimacy as the factors predicting Facebook and Google usage. An electronic survey technique was used to collect data from the internet. The results showed that hedonic value and social identity constructs can significantly predict Facebook usage and that purposive value has significant predicting power on Google usage. The construct intimacy is the most significant factor in both Google and Facebook usage. Our findings lead to the suggestion that, for social network sites (SNSs) providers to differentiate the quality of their SNSs from others' Web 2.0 platforms, these providers need to take into consideration both functional aspects and emotional factors.

Online publication date: Wed, 30-Apr-2014

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