Factors Affecting Intention to Use in Social Networking Sites: An Empirical Study on Thai Society

Analyzing negative SNS behaviors of elementary and middle school students in Korea

“…Most existing researches regarding SNS have focused on finding the relationship between demographic/psychological characteristics of users and usage patterns/usage intentions/satisfaction. For example, Jairak, Sahakhunchai, and Jairak (2010) found that task-oriented, pleasure-oriented, and familiarity-based trust are the factors influencing intention of use, Cheung, Chiu, and Lee (2011) made online survey to Facebook users aged from 19 to 23 to reveal that the biggest motive of using Facebook among them is social presence, self-discovery, maintaining personal relations, entertainment, and purposive value, Rau, Gao, and Ding (2008) reported that intimacy has been regarded as an indicator of interpersonal relationship which in turn affects use of SNS, and Kim (2011) examined motives of using Twitter and Facebook among various age groups of people from 20s to 50s, to find that entertainment pursuit is the biggest motive, followed by self-discovery, information acquisition, indirect experience, and intimacy in descending order. Moreover, several works have been devoted to the theme of SNS usage recently.…”

“…To compare this explanatory power with that of other SNS-related researches, regression analysis done by Correa et al (2010) predicts social media usage among males using sociodemographic characteristics such as race, education, age, and income, and personal characteristics such as life satisfaction, extroverted or introverted, emotional stability and openness to experience, and its explanatory power is 29%. Another example is the study by Jairak et al (2010) which constructs regression models to predict the intension to use SNS in three aspects with such independent variables as task-orientation and familiarity, enjoyment, privacy and security concerns, reputation, and dispositional trust.…”

Preparation of Multi-Motive Grid Questionnaire for Social Networking Sites Use

“…Some Researches on users' motivation of SNS is based on the technology acceptance model, expectation-conformation and the information system success model [20][21][22]. However, most of the researches are based on Katz's theory of uses and gratifications [23].…”

Why do you adopt social networking sites?

“…Educational factors behind the adoption of social networking sites Separating the social and technological aspects, users use social networking sites for learning and sharing their ideas and knowledge more often (Jairak et al, 2010). An example of that would be the use of YouTube for educational videos.…”