Social Networking Sites in Thailand: motives and predictors of university students' behaviours
by Nuchada Dumrongsiri, Vikanda Pornsakulvanich
International Journal of Innovation and Learning (IJIL), Vol. 8, No. 4, 2010

Abstract: Social Networking Sites (SNSs) have evolved dramatically as tools of online communication with capabilities of mass and interpersonal communication altogether. This study serves two purposes: a) to discover the reasons why people use SNSs; b) to investigate the relationships of how motives for using SNSs influenced their usage. Factor analysis generated a four-motive structure as the reasons for using SNSs: to develop new friendship, to maintain relationship, to pass time and to comply with peer pressure. Relationship maintenance was a strong predictor of how long participants had used SNSs, whereas new friendship and passing time positively predicted how much time participants spent on SNSs.

Online publication date: Sun, 03-Oct-2010

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