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(1)國立臺灣師範大學管理學院管理研究所 碩士論文 Graduate Institute of Management College of Management National Taiwan Normal University Master Thesis. 社群媒體的行爲類型 An Analysis of Contents of Virtual Social Media. 黃舒娜 Sutatip Soratanon. 指導教授:沈永正 博士 Advisor: Yung-Cheng Shen Ph.D.. 中華民國 104 年 07 月 July, 2015.

(2) Abstract With the popularity of Facebook, many people extensively adopt Facebook for different motivations. They are spending a plenty of time daily on surfing the site and post many their activities on their wall-post. This current study investigates users’ activities in social media (Facebook) from the Uses and Gratifications theory perspective. We use content analysis method for classify the type of post and record frequency of users’ posts. A survey on 200 samples was conducted to examine what motives users have for Facobook post. Data was analyzed using SPSS and AMOS. The results of hypotheses models suggested that entertainment motive (β=.36, P<.001) had statistically positive and significant effects on self-expression, entertainment motive (β=.19, P<.005) had statistically positive and significant effects on criticism. Social connection motive (β=.36, P<.001) had statistically positive and significant effects on announcement, social connection motive (β=.20, P<.005) had positive and significant effects on (re) sharing post. However, Information motive had not significant effects on (re)sharing post and criticism that this result has objection to previous research. Keywords: Facebook activities, Motives, Conceptual model of consumers’ social media activities, Uses and Gratifications Theory.. 1.

(3) Table of Contents Page. Abstract. 1. Table of Contents. 2. List of Table. 4. List of Figure. 5. Chapter 1:. Introduction. 6. Chapter 2:. Literature Review. 9. 2.1 Social Media. 10. 2.1.1 Type of social media and utility. 11. 2.2 Social media (user) behavior and related theories. 12. 2.2.1 Technology Acceptance Model (TAM). 13. 2.2.2 Theory of Reasoned Action (TRA). 15. 2.2.3 Theory of Planned Behavior (TPB). 17. 2.2.4 Personality and social media. 18. 2.2.5 Motivation Theory. 20. 2.3 Users’ motives for engaging in social media Chapter 3:. 26. Methodology. 27. 3.1 Contents Analysis. 27. 3.2 Concept Model of Social Media Activities. 28. 3.3 Research design. 29. 3.4 Sampling and data collection procedure. 30. 3.5 Questionnaire design. 33. 3.6 Measure. 33. 3.7 Hypothesis. 36. 2.

(4) Page. Chapter 4:. Results. 38. 4.1 Descriptive Statistic for Age, Gender and Education. 38. 4.2 Hypothesis Results. 39. Chapter 5:. Discussion. 48. 5.1 Research Contribution. 50. 5.2 Limitation and Future research. 50. References. 52. Appendix. 58. 3.

(5) List of Table Page Table 1: Reliability Statistics. 30. Table 1.1: Instaclass Correlation Coefficient. 30. Table 2: KMO and Barlett’s Test. 30. Table 3: Total Variance Explained and scree plot. 31. Table 4: Rotated Component Matrix. 32. Table 5: Initial cluster centers. 32. Table 6: Measure Items. 34. Table 7: Item total-statistic. 35. Table 8: Descriptive statistic for age, gender and education. 38. Table 9: Result of Total post model. 40. Table 10: Fit indices of Entertainment Motivation Model. 43. Table 11: Fit indices of Social connection Motivation Model. 44. Table 12: Fit indices of Information Motivation Model. 46. 4.

(6) List of Figure Page Figure 1: Technology Acceptance Model (TAM). 13. Figure 2: The Extensions to TAM. 14. Figure 3: The Extended Technology Acceptance Model (TAM2). 15. Figure 4: The Theory of Reasoned Action. 16. Figure 5: The Theory of planned Behavior. 17. Figure 6: Model of Consumers’ social media activities. 29. Figure 7: Model of users’ motive on Facebook wall posting. 35. Figure 8: Hypothesis Model 1 (Total post). 36. Figure 9: Hypothesis Entertainment motive. 36. Figure10: Hypothesis Social connection motive. 37. Figure11: Hypothesis Information motive. 37. Figure12: CFA of Measurement Model. 41. Figure13: Result of Entertainment Motivation Model (SEM). 43. Figure14: Result of Social connection Motivation Model (SEM). 45. Figure15: Result of Information Motivation Model (SEM). 47. 5.

(7) Chapter 1 Introduction The recent years, Online Social Media such as Facebook has become popular for social interactions. Social networking on the web has grown rapidly over last ten years. In January 2005, a survey of social networking websites estimated that among all sites on the web there were approximately 115 million members (J. Golbeck, 2005). Facebook is the most popular SNS (Jain, 2010) with exceed one billion members (Facebook, 2013). Social media has profoundly changed the human experience. We use social media to connect with our friends, find new friends, share information, release tension and find information etc. Social media is a place where people present themselves to outside world.. Recently, social scientists have started studying Facebook, examining demographic characteristics of members such as self-presentation, motivations, and social interactions (Wilson, Gosling & Graham, 2012). Some studies have examined how personality relates to Facebook use (Amichai-Hamburger&Vinitzky, 2010; Moore & McElroy, 2012; Ross et al., 2009) and some studies have examined how motives relate to Facebook use. Although there are many researchers who research about social media, there are still some parts of social media that has never been researched such as user of social media behavior (actual user’s behavior and motivation). Many studies have not emphasized on users’ behavior and users’ motivation through social media as well as classifications of wall posts.. Facebook nowadays became a global phenomenon. It is widely accepted by people globally; using it for many different reasons including social and business reasons. Facebook provides several features for its users such as chatting, groups, private messaging, and wall posts, among others in order to keep in touch with family, friends, and world happenings. As for business reasons, many organizations, companies, and institutions adopted Facebook to promote for their businesses among the target population.. 6.

(8) Facebook is one of the most popular friend-networking sites, which was created originally as a forum for users and still heavily used by many people. It is designed primarily to help people in building online presences and social networks. More specifically, through its different features, Facebook serves to the gratification of many different personal and social needs: It makes it possible for people to keep in touch with old or current friends, to post or look at photos, to make new friends, to have fun, to share information about oneself, and to learn about social events (Ellison, Steinfield, & Lampe, 2007; Joinson, 2008; Lampe, Ellison, & Steinfield, 2006; Pennington, 2009).. Facebook is a popular and preferred tool for keeping in touch among students (Foregger, 2008; Sofiah, Omar, Bolong, & Osman, 2011; Hew & Cheung, 2012). Students used the site for passing time, connection, sexual attraction, utilities and upkeep, accumulation, channel use, establish/maintain old ties, networking,. and social. comparison (Foregger, 2008); for communication, entertainment, passing time, companionship, and social interaction (Sofiah et.al, 2011); and for keeping in touch with existing friends, entertainment reasons, and relaxing their emotion (Hew & Cheung, 2012). The purpose of this study is to examine users’ motivations through their posting on social media. We use many theories for support our study such as Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Five Factor Model (FFM), and many Motivation Theories such asMcClelland’s Achievement Need Theory, Incentive theories (Intrinsic and Extrinsic), Uses and Gratification Theory, Push and Pull Theory, Self-determination theory etc. These theories can allow us to understand about individuals’ behaviors and their motivations. In this paper, we use TAM for understanding and helping us to explain user behavior of information technology (Legris, Ingham, Collerette, 2003). TAM also can explain why a user accepts or rejects information technology (Davis, 1989). TRA is a model for predictions of attitude (Ajzen, 1980). TAM is an influential extension Theory of Reasoned Action (TRA). TPB is a theory that relates to beliefs and behavior. TPB helps to understand how people can change the behavior of people (Ajzen, 1985). TPB is one of the most predictive persuasion theory that have been applied to studies of. 7.

(9) the relations among attitudes, beliefs and behavioral intention (Ajzen, 1991). These theories relates to each other.Personality also has a significant role for studying social media and user’s behavior. The most well known theory is Five Factor Model (FFM) or Big Five Theory. Many researchers use this theory to predict individual’s behavior on social media.. The motives behind the posting of Facebook have been investigated by asking participants to rate (5-point scale) a list of reasons that lead them to post Facebook. The questionnaire, we adapted from conceptual model of consumers’ social media activities. We used regression analysis to see their correlations between three motivations and users’ postings. We found that each people have many motives when they post on Facebook. We used frequency record to see which type of post that they post the most. We used factor analysis and cluster analysis to classify types and group of people then we related them to each other for study their motivations.. 8.

(10) Chapter 2 Literature Review Review of Previous Research The Internet has extremely changed human lifestyle. Generally we use the Internet for search information, watch movies or television shows, purchase and sell products or services, search for entertainment (Gil de Zúñiga, Puig, & Rojas, 2009; Gil de Zúñiga, Veenstra, Vraga, & Shah, in press; Park,Kee, & Valenzuela, 2009). We now more often use the Internet to communicate with other people or our friends. The Internet becomes an important part of our everyday lives. The Internet also has opened many new paths which human can communicate and socialize, with social net working sites (SNSs) playing an important role. Social networking websites provides a new way to learn information and connect with other people.Users do know and expand their circle or friends (Jones, 2009). Social networking has grown rapidly over the last decade. In January 2005, a survey of social networking websites estimated that among all sites on the web there were approximately 115 million members (J.Golbeck, 2005). In the process of creating social networking profiles, users disclose a lot about themselves through functions in social media such as status update, share photo/video, check-in place, tagging therefore many of user’s personality comes out through their profiles.. Social media, such as social networking sites and user-generated services, have emerged into mass use ratherally from 2003 onward (Boyd and Ellison, 2008). Academic research is appearing, and related conceptsare explored, such as social networking sites (Boyd and Ellison, 2008; Utz, 2010), user-generated content (Shao, 2009), and social media (Walker Rettberg, 2009). Basically, what characterizes usergenerated content is the fact that consumers are the ones producing, designing, publishing or editing the content in the media (Krishnamurthy and Dou, 2008), i.e. the service is user-created. Social media inturn enable people to share and interact with each otherand the content becomes more democratized (Drury, 2008). Although. 9.

(11) differences between the many concepts describing this new media have been implied and many would argue that user-generated content is a characteristic of social media, the concepts social media and user-generated content havebeen used semiinterchangeably (Kaplan and Haenlein, 2010). In this paper, social media (Facebook) and user-generated media are seen to denote the same phenomenon that users are creating the content in the media.. 2.1) Social Media Investopedia dictionary gives definition of “Social media” as Internet-based software and interfaces that allow individuals to interact with one another, exchanging details about their lives such as biographical data, professional information, personal photos and up-to-the-minute thoughts. Oxford dictionary explain to social media as websites and applications that enable users to create and share content or to participate in social networking. Social media is defined as “a group of Internet-bases applications that build on the ideological and technologies foundations of Web 2.0, and that allow the creation and exchange of user-generated the content” (Kaplan Andreas M., Haenlein Michael,2010). Social media are computer-mediated tools that allow users to exchange or share their information such as video/photo, idea and experience in virtual communities and networks (Kaplan Andreas M., Haenlein Michael, 2010). Additionally, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, communities, and individuals (H. Kietzmann, Jan; Kristopher Hermkens, 2011). Social media operates in a dialogic transmission system: many sources to many receivers (Pavlik & MacIntoch, John and Shawn, 2015). Social media are different from traditional media in many ways, including quality, reach, frequency, usability, immediacy and permanence (Agichtein, Eugene; Carlos Castillo. Debora Donato; Aristides Gionis; Gilad Mishne, 2008).. 10.

(12) 2.1.1) Type of social media and utility. Social media is the collective of online communications channels dedicated to community-based input, interaction, content sharing and collaboration. Social media is one kind of online services that allow people to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup group etc. There are so many different typesof social media. Here are some popular of social media:  Facebook is one of most popular free social networking service that allow registered users to create profiles, upload photos and video, send messages and keep in touch with friends and family (Carlson, Nicholas March 5, 2010).According to statistics from the Pew Research Center, Internet users within the United States spend more time and use Facebook than any other websites. The number of Facebook users is overwhelmingly increasing. As of June 2013, Facebook users reached more than one billion around the globe, and approximately 80 percent of those users live outside the United States of America and Canada (Facebook, 2013). It was also reported that there were more than 800 million active users who were using the site daily as of June 2013.. . LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally (Hempel, Jessi 2013).. . Pinterest is a social media website for sharing and categorizing images found online (Carlson, Nicholas, 2012). Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source so for example, if you click on a picture of a jacket, you might be taken to a site where you can purchase them.. 11.

(13) . Instagram is an online photo/video sharing and social networking service that allow users to take pictures and videos, and share them on a variety of social networking platforms such as Facebook, Twitter, Tumblr and Flickr (Frommer and Dan, 2010).. . Twitter is a free micro-blogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices (D'Monte, Leslie, April 29, 2009).. 2.2) Social media (user) behavior and related theories. At the present time, online social media such as Facebook, Twitter, Instagram have become popular all over the world. Recently, many researchers try to understand how are connection between social media and behavior, personality and motivation. Many researchers found that we can see user behavior, personality through their activities on social media. Furthermore, our everyday life’s activity is difficult to separate from technology and innovation that relate to Internet, networking, communication technologies. These have produced a new platform for social networking. In this paper, we try to understand individual technology adoption has focused on the adoption of technology such technology acceptance models as TRA and TAM, moreover, we also study theory plan behavior (TPB) for understand user behavior in social media.Studying TAM for understanding why people accept or reject technologies or computer, in order to can explain, predict and increase user acceptance.. Many technology acceptance theories and model have been developed or used to study information technology acceptance. These models include: the Theory of Reasoned Action (Fishbein et al., 1975), the Theory of Acceptance Model (Davis, 1989) and extended TAM (Venkatesh and Davis, 2000), the Motivational Model (Davis, et al, 1992), the Theory of Planned Behavior (Ajzen, 1991) etc. This part of paper provides a review on the technology acceptance literature.. 12.

(14) 2.2.1) Technology Acceptance Model (TAM). Technology Acceptance Model (TAM) is one of well-known models, originally proposed by Davis in 1986. (Legris, Ingham, Collerette, 2003) TAM is theoretical model for helping to explain user behavior of information technology. (Ajzen and Fishbein, 1980) and (Davis, Bagozzi, and Warshaw,1989) proposed TAM to explain why a user accepts or rejects information technology by adapting TRA :TAM is an influential extension of theory of reasoned action (TRA). TAM provides a basis with which one traces how external variablesinfluence belief, attitude and intention to use. Davis (1989) suggests that perceived usefulness and perceived ease of use are the two most important individual beliefs about using an information technology. TAM proposes that external factors affect intention and actual use through mediated effects on perceived ease of use and perceived usefulness. Perceived ease of use is defined as “the degree to which a person believes that using a particular system would be free of effort” and perceived usefulness is defined as “the degree to which a person believes that using a particular system would enhance his or her job performance” (Davis, 1989). Perceived Usefulness External Variables. Attitude toward usage. Intention to Use. Perceived Ease of use. Figure1. Technology Acceptace Model (TAM) (Davis,1989). (Wixom and Todd,2005) Many researchers in the Information field have used the Technlogy Acceptance Model to study the adoption of various technologies and TAM has become the most influential theory in IS field and researchers have also extended TAM.. 13. Actual Usage.

(15) Perceived Usefulness 3. External variables (personality traits, system characteristics, demographics). Attitude toward usage. Intention to use. Perceived Ease of use. 2.Additional belief factors (e.g. trail ability, compatibility). 1. Factors from related models (e.g. subjective norm, perceived behavioral control. Figure 2. The Extensions to TAM (Wixom and Todd, 2005). Some researchers introduce many other factors to the model such as selfefficiency, perceived behavioral control and subjective norm (Hartwick and Barki, 1994; Taylor and Todd, 1995). Some researchers introduce external variables or moderating factors to the two major belief constructs (perceived usefulness and perceived ease of use), such as personality traits and demographic characteristics (Gefen and Straub, 1997; Venkatesh, 2000; Venkatesh and Morris, 2000).Other researchers introduce additional belief factors from the diffusion of innovation literature, such as trial ability, visibility, or result demonstrability (Agarwal and Prasad, 1997).. There is another model which well-known extended TAM called TAM2. Venkatesh and Davis (2000) developed TAM2 by adding social influences (image, subjective norm and voluntariness) and cognitive instrumental progress (perceived ease of use, job relevance, output quality, and result demonstrability). Venkatesh and Davis (2000) used the construct of subjective norm to capture social influences and gave definition of subjective norm as consistent with that in TRA (Fishbein and Ajzen, 1975). Subjective norm in TAM2 has a direct effect on intention through the mechanism of compliance. For example: if an individual perceives that an important social actor has ability to punish or reward behavior, the social influence of compliance effect will occur (Warshaw, 1980).. 14. Actual usage.

(16) Experience. Voluntariness. Subjective Norm. Image. Perceived Usefulness Intention to Use. Usage Behavior. Job Relevance Perceived Ease of Use Output Quality. Result Demonstrability. Figure 3. The Extended Technology Acceptance Model (TAM2) (Venkatesh and Davis, 2000). 2.2.2) Theory of Reasoned Action (TRA). Theory of Reasoned Action (TRA) was develop by Fishbein and Ajzen (1975), is a model for the prediction of behavior intention, extending predictions of attitude. The subsequent separation of behavioral intention from behavior allows for explanation of limiting on attitudinal influence (Ajzen, 1980). (Hale, Householder & Greene, 2002) TRA derived from previous research that began as the theory of attitude which led to the study of attitude and behavior.The components of TRA are three constructs: behavior intention, attitude and subjective norm. TRA proposes individual’s behavior intention depends on individual’s attitude and about subject norms. (Fishbein&Ajzen, 1975) Behavioral intention measures individual’s relative strength of intention to. 15.

(17) perform a behavior. Attitude consists of beliefs about the results of performing the behavior multiplied by his or her evaluation of these results. Subjective norm is defined as a combination of perceived expectations from relevant people or groups along with intentions to comply with these expectations.. Belief and Evaluations. Attitude toward Behavior Behavior Intention. Normative beliefs and motivation to comply. Actual Behavior. Subjective Norm. Figure 4. The theory of Reasoned Action (Fishbein and Ajzen,1975). Miller, K. (2005) defined each of three components of TRA: . Subjective norms: Subjective norm is defined as an individual’s perception of whether people important to the individual think the behaviors should be performed. Looks at the influence of individual’s social environment on his or her behavioral intentions; people’ beliefs weighted by the importance one attributes to each their opinions, will influence one’s behavioral intention.. . Attitude: The sum of beliefs about particular behavior weighted by evaluations of these beliefs.. . Behavioral intention: a function of both attitudes toward a behavior and subjective norms toward that behavior which predicts actual behavior.. 16.

(18) 2.2.3) Theory of Planned Behavior (TPB). (Ajzen, 1985) The theory of planned behavior (TPB) is a theory that relates to beliefs and behavior. TBP helps to understand how people can change the behavior of people. The TPB is a theory which predicts deliberate behavior because behavior can be deliberative and planned (Icek Ajzen,1991). TPB is one of the most predictive persuasion theories that have been applied to studies of the relations among attitudes, beliefs and behavioral intentions. Ajzen (1991) develops the Theory of Planned Behavior (TPB) to extend Theory of Reasoned Action (TRA) to consider the mandatory situation (see figure 5). Ajzen added a new construct of perceived behavioral control in TPB. (Ajzen, 1991) Perceived behavioral control is defined as “the perceived ease or difficulty of performing the behavior”. TPB is similar to TRA in that TPB assumed that people are rational decision makers. People assess perceived behavior control using a procedure similar to the expectancy-value model. Each a set of control beliefs, people increase the belief’s strength by the perceived power of the control factor. TPB has also been applied to understand the individual acceptance and use of different technologies (Mathieson, 1991).. Belief and Evaluation. Attitude toward Behavior. Normative beliefs and motivation to comply. Subjective Norm. Control Beliefs and Perceived Facilitation. Perceived Behavior Control. Behavior Intention. Figure 5. The Theory of Planned Behavior (Ajzen, 1991). 17. Actual Behavior.

(19) 2.2.4) Personality and Social media (Amichai-Hamburger, 2002) Personality is an important factor for understanding why individuals behave the way they do on the Internet. (Amichai-Hamburger, 2005) We cannot understand the workings of the Internet without understanding the personalities of those who surf it. The Five-Factor Model (FFM) or Big Five is an extensive classification of personality traits which divides the human personality into five dimensional traits (Costa & McCrae, 1992). Five Factor Model (FFM) or Big Five is the model of personality dimensions has become known as one of the most well researched measures of personality structure. The Big Five traits are characterized by the following: . Neuroticism: Neurotics are moody, anxious, tense and tipped into experiencing negative emotions.Butt, S., & Phillips, J. G. (2008) described individuals who are high on trait of Neuroticism that prefer to use the Internet to avoid loneliness. (Swickert, R. J., Hittner, J. B., Harris, J. L., & Herring, 2002) Individuals who were high on Neuroticism reported the lowest levels of perceived social support. Neurotic people are less satisfied with romantic partners (White et al., 2004) and more sensitive to rejection and thus may seek acceptance and opportunities to connect with others through Facebook (Judge, Erez, Bono, &Thoresen, 2002).. . Agreeableness: Agreeable people have successful friendship (Asendorpf & Wilpers, 1998). Because of their orientation toward others, belongingness motivation should be important to agreeable and they may choose social media as one way to fulfill those needs. Individuals who high on agreeableness are peace-keepers. People who are optimistic and trusting of others. A tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others. It is also a measure of one's trusting and helpful nature, and whether a person is generally well tempered or not.. 18.

(20) . Openness: Openness to experience is measure a person’s imagination, curiosity, seeking of new experiences. High scorers tend to be artistic and sophisticated in taste and appreciate diverse views, ideas, and experiences.Openness is correlated with social media use (Correa et al., 2010). Research examining Facebook as means of maintaining connections, has found that open people report posting more on other’s walls (Ross et al., 2009; see Moore & McElroy, 2012).. . Extraversion: Friendly and energetic, extroverts draw inspiration from social situations. Extraverts have more friends, higher quality friendships (Asendorpf &Wilpers, 1998). Extraversion is related to strategic self-presentation.Extraverts is associated with public self-consciousness (Trapnell & Campbell, 1999). Gosling et al. (2011) found that extraversion was positively associated with viewing others’ Facebook pages. Thus, it is unclear how extraversion is related to the use of Facebook to learn about others, but the current study will test this relationship.. . Conscientiousness:. responsible,. organized,. persevering.. Conscientious. individuals are extremely reliable and tend to be high achievers, hard workers, and planners. Conscientiousness is positively correlated with the quantity and quality of interpersonal relationships (Asendorpf&Wilpers, 1998). They also suggest that conscientiousness people may use Facebook to seek and maintain social connections.. 19.

(21) 2.2.5) Motivation Theory Motivation is one of the most well known constructs in psychology, scientific study. Motivation is a theoretical construct used to explain human behavior. It represents the reason for individuals’ actions, desires and needs. Motivation also defined as individual’s direction to behavior or what causes a person to want to repeat a behavior and vice versa (Elliot, Andrew J; Convington, Martin, 2001). A motive is what prompts the individual to act in a certain way or at least develop an inclination for specific behavior (Pardee, R.L., 1990). Deci and Ryan (1985) summarize that motivation concerns the ‘why’ question in behavior “why we do what we do”. In this interpretation, motivation refers to the reasons behind a behavior or absence of behavior. According to Maehr and Meyer, “Motivation is a word that is part of the popular culture as few other psychological concept are” (Maehr, Martin L;Mayer, Heather, 1997). In this paper, we will use some Motivation Theories for more understanding people behavior.. McClelland’s Achievement Need Theory:David McClelland identified three basic needs that people develop and acquire from their life experiences. . Needs for achievement: The person who has a high need for achievement seeks achievement and tries to attain challenging goals. There is a strong need for feedback as to achievement and progress, and a need for a sense of accomplishment. The person who has a high achievement need likes to take personal responsibility.. . Needs for affiliation: The person who has a high need for affiliation needs harmonious relationships with people and needs to be accepted by other people. (People-oriented rather than task-oriented).. . Needs for power: The person who has a need for power wants to direct and command other people. Most managers have a high need for power.. 20.

(22) Although these categories of needs are not exclusive, generally individuals develop a dominant bias or emphasis towards one of the three needs. Entrepreneurs usually have high degree of achievement needs.. Incentive Theories (Intrinsic and Extrinsic motivation) Incentive theory is exactly what it sounds like it is, it is an incentive or motive to do something. Motivation can be divided into two different theories known as Intrinsic (internal) motivation and Extrinsic (external) motivation. . Intrinsic (Internal) Motivation. Intrinsic motivation has been studied since 1970s. Intrinsic motivation is the self-desire to seek out new things and new challengers, to analyze individual’s capacity, to observe and to gain knowledge (Ryan, R. M.; Deci, E. L. , 2000). Intrinsic motivation is a natural motivational tendency and is a critical element in cognitive, social, and physical development (Ryan, R. M.; Deci, E. L. , 2000). . Extrinsic (External) Motivation. Extrinsic motivation refers to the performance of an activity in order to attain a desired outcome and it is the opposite of intrinsic motivation. Extrinsic motivation comes from influences outside of the individual. In extrinsic motivation, the harder question to answer is where do people get the motivation to carry out and continue to push with persistence. Usually extrinsic motivation is used to attain outcomes that a person wouldn't get from intrinsic motivation (Ryan, R. M.; Deci, E. L. , 2000).. 21.

(23) Self-determination theory (SDT) In the 1970s, research on SDT evolved from studies comparing the intrinsic and extrinsic motives, and from growing understanding of the dominant role intrinsic motivation played in an individual’s behavior ( Lepper, M. K., Greene, D., & Nisbett, R. 1973) but it was not until the mid-1980s that SDT was formally introduced and accepted as a sound empirical theory. Research applying SDT to different areas in social psychology has increased considerably since the 2000s. Self-determination theory (SDT) is a macro theory of human motivation and personality, concerning people's inherent growth tendencies and their innate psychological needs. It is concerned with the motivation behind the choices that people make without any external influence and interference. SDT focuses on the degree to which an individual’s behavior is self-motivated and self-determined (Deci, E., & Ryan, R. (Eds.), 2002).. Uses and Gratifications Theory Background Uses and Gratifications (UGT) or Needs and Gratifications is one the influential in media research. UGT can be seen as part of board trend amongst media researchers who is more concerned with ‘what people do with media’. U&G arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler& Katz, 1974). The exploration of gratifications that motivate people to be attracted to certain media is almost as old as empirical mass communication research itself (McQuail, 1983). In the 1940s, researchers became interested in the reasons for viewing different radio programs and daily newspaper (Lazrsfeld & Stanton, 1944, 1949; Herzog, 1944; Warner & Henry, 1948; etc.).In the late 1950s till 1970s, Uses and Gratifications approach became prevailing when television has grow up.. 22.

(24) The Uses and Gratification (U&G) theory serves as a theoretical for the current study. The U&G has long roots in examining user’s needs and motives for media consumption. The theory is considered as a best suitable for examining new media technologies (Ebersole, 2000). Ruggerio (2000) argues that the U&G approach is useful in examining internet, asserting that the internet has three unique characteristics that are not found in traditional media. These characteristics include interactivity, asynchroniety, and demassification. Although the assumptions of this theory were found in previous studies in 1940s, and 1950s, the first usage of the term U&G was reported in a paper written by Elihu Katz (1959). He was responding to Berelson, who claimed that the field of mass communication was dying. Katz (1959) argued that the field can survive if the attention is shifted to “what do people do with the media” instead of focusing on “what do media do with the people”. Thus, this theory is considered as a user-oriented approach. The theory assumes that the media provides fulfillment of certain social and psychological needs. By reviewing the literature, Katz, Gurevitch, and Haas (1973) found 35 needs satisfied by the media. They classified those needs into five major categories: cognitive needs, affective needs, integrative needs, personal integrative needs, social integrative needs, and tension release needs. Katz, Blumler, and Gurevitch (1974) argued that the U&G approach is concerned with the following: (1) the social and psychological origins of (2) needs, which generate (3) expectations of (4) the mass media or other sources, which lead to (5) differential patterns of media exposure (or engagement in other activities), resulting in (6) need gratifications, and (7) other consequences, perhaps mostly unintended ones” (p.20).. 23.

(25) Uses and Gratification on social media UGT approach focus on motives and the self-perceived needs of audience members. (Blumler & Katz, 1974).Individuals can use the same communication message for different purposes. The same media content may satisfy different needs for different people. There are many factors which effect to people’s satisfaction. Basic needs, social situation, and individual’s background such as education, experience, family environment and interests, these all can affect individuals’ ideas. That is, users are aware of and can state their own motivations and satisfactions for using different media.. Stafford and Schkade (2004) found that the five goals for social media use are: 1.. To gain knowledge and information: People who value the process of finding information finds pleasure through attaining and sharing information.. 2.. Entertainment: User of social media has found fun and relaxation out of the ability to gain information and interact with others in an online world. The wide range and current games, music and videos which circulate the internet can call be accessed through social media websites and enhance our learning or personal entertainment (Dholakia et al.,2004).. 3.. Escape from reality: in mental diversion by means of entertainment or recreation, as an “escape” from the perceived unpleasant or banal aspects of daily life. It can also be used as a term to define the actions people take to help relieve persisting feelings of depression or general sadness (Workman, Leslie J, 1994).. 4.. Enhance social connections: people can enhance their social connection because social networking allow people connect to each other easily and more convenient.. 5.. Identify with others: finding reinforcement for personal values.. 24.

(26) McQuail’s (1983) classification of the following common reasons for media use: Information . Finding out about relevant events and conditions in immediate surroundings, society and the world. . Seeking advice on practical matters or opinion and decision choices. . Satisfying curiosity and general interest. . Learning; self-education. . Gaining a sense of security through knowledge. Personality Identity . Finding reinforcement for personal values. . Finding models of behavior. . Identifying with valued others (in the media). . Gaining insight into oneself. Integration and Social Interaction . Having a substitute for real-life companionship. . Helping to carry out social roles. . Enabling one to connect with family, friends and society. . Gaining insight into the circumstances of others; social empathy. . Identifying with others and gaining a sense of belonging. . Finding a basis for conversation and social interaction. Entertainment . Escaping, or being diverted, from problems. . Relaxing. . Getting intrinsic cultural or aesthetic enjoyment. . Filling time. . Emotional release. . Sexual arousal 25.

(27) Katz, Gurevitch and Haas (1973) developed 35 needs taken from the social and psychological functions of the mass media and put them into five categories: . Cognitive needs,including acquiring information, knowledge and understanding. . Affective needs, including emotion, pleasure and feelings. . Personal integrative needs, including credibility, stability and status. . Social integrative needs, including interacting with family and friends. . Tension release needs, including escape and diversion.. 2.3) Users’ motives for engaging in social media Many studies on social media and user-generated media apply a uses and gratification approach (c.f. Shao, 2009; Park et al., 2009). This approach focuses on consumers’motives for using a certain media and on the consequences thatfollow from those motives (Blumler and Katz, 1974). Thegratification studies exploring social media show similarfindings. Stafford, Stafford and Schkade (2004) found that consumers have three main gratifications or motives for usingthe internet as a medium, namely, information, entertainment, and social aspects. This finding has been supported andextended by more recent research on user-generated media, which has identified information, entertainment, socialinteraction and community development, selfactualization, and self-expression as motives (Shao, 2009; Courtois et al., 2009). Krishnamurthy and Dou (2008) summarized the motivations into two main groups: rational motives, such asknowledge-sharing and advocacy, and emotional motives, such as social connection and self-expression. Park et al.(2009) found four motives for using social networking sites:socializing, entertainment, self-status seeking, and information.. 26.

(28) Chapter 3 Methodology Due to the scant research on social activities, an exploratory study design was chosen. A content analysis method was used to capture the contents which users post on their Facebook wall. This paper is not an experimental design so we use content analysis method to analyze and classify types of post on Facebook wall. Holsti (1969) offers a broad definition of content analysis as, "any technique for making inferences by objectively and systematically identifying specified characteristics of messages" (p. 14). Content analysis has been defined as a systematic, replicable technique for compressing many words of text into fewer content categories based on explicit rules of coding (Berelson, 1952; GAO, 1996; Krippendorff, 1980; and Weber, 1990).Content analysis enables researchers to sift through large volumes of data with relative ease in a systematic fashion (GAO, 1996). It can be a useful technique for allowing us to discover and describe the focus of individual, group, institutional, or social attention (Weber, 1990). It also allows inferences to be made which can then be corroborated using other methods of data collection.. 3.1) Content Analysis The method of content analysis allows researchers to include huge amounts of textual information and systematically identify its properties, for example: the frequencies of most used keywords by locating the more important structures of its communication content. Content analysis has become an important tool in the measurement of success in the public relations programs and the assessment of media profiles and in these circumstances, content analysis is an element of media analysis ("Methods for Media Analysis". ReStore. Economic and Social Research Council. Retrieved 13 June 2013.). 27.

(29) Uses of content analysis (Three basic categories by Holsti): 1. Make inferences about the antecedents of a communication 2. Describe and make inferences about characteristics of a communication 3. Make inferences about the effects of a communication. In qualitative data, content analysis can relate any kind of analysis where communication content such as speech, text, images etc. which is categories and classified. For reliability in content analysis, Neuendorf suggest that when people coders are used in content analysis two coders should be used. Reliability of people coding is often measured using a statistical measure of intercoder reliability or “the amount of agreement or correspondence two or more coders” (Neuendorf, Kimberly A. ,2002).. 3.2) Concept Model of Social Media Activities Due to the scant research on Facebook activities, it is difficult to find the theories or frameworks that completely suitable to this study. We found a conceptual model of social media activities (K. Heinonen, 2011) which based on Shao’s theory (2009). They propose that consumers’ social media activities can be based on two major dimensions: consumer motivation and consumer input. The separation of activities into three main types, i.e. consumption, participation, and contribution (Shao, 2009), provides general information about what consumers do, i.e. it illustrates consumers’ input. Examining consumer motivations in termsof entertainment, social connection, and information provides more details concerning the nature of three main activity types identified by Shao. In Figure 6, the two perspectives arecombined in a simple 3x3 matrix. Nine potential outcomes followfrom this categorization. Activities to the right involve a higher level of consumer input in terms of content contribution. The activities are based on motivation range from utilitarian to hedonic motives.. 28.

(30) Consumer motivation. Entertainment. Social connection. Escaping the real word and relaxing Entertainment oneself. Self-expression. Social surveillance Belonging and bonding Creating and Sharing and Being up-to-date Managing a social Experiencing with network others Staying in touch Retrieving product information Collecting factual Information. Information. Becoming inspired mood management. Consumption. Applying knowledge Sharing and accessing opinions, reviews and rating. Participation. Production. Consumer input Figure 6. Model of Consumers’ social media activities (K.Heinonen,2011). K. Heinonen (2011) applied this conceptual model to her study. The researcher collected data by using diary method. A diary method was usedto capture the voice of the customer (Griffin & Hauser, 1993;Bolger, Davis & Rafaeli, 2003). The diary method has been described as a method that captures life as it is lived where respondents are asked to report on daily events and experiences (Bolger, Davis &Rafaeli, 2003).. 3.3) Research Design This study has used content analysis and empirical method for collect data. We selected two hundred people from Facebook friend’s list. We perceived their wall post and classified types of post such as Status update, Check-in, Selfie, Kid photo, Pet, Criticism, Relationship, Thought and feeling, (Re)Sharing information etc. We could classify it to more than fifty items, we gathered the same categories into one type. For example: there are many check-in such as home, restaurant, school, company, wellknown place, gym etc., so named this category is Check-in. We can categorize these items into fifteen types. For the first time, we categorized to 17 items, but we decided to cut kid and pet out because these to items are special items. Kid and pet are limited item because there are only few people who have kid or pet. These two items are not the items that everyone has it. 29.

(31) 3.4) Sampling and Data Collection Procedure After we categorized the types of post into fifteen types, we had two judges for collect the data. We selected two hundred people from our Facebook account and perceive their post on their Facebook wall. Two judges separated record the data for check the reliability. We selected 2014 all year (2014-01-01 to 2014-31-12) for collect data and two judges start to collect to data at the same period. For reliability, the alpha coefficient for the thirty items (fifteen pairs) is 0.903 (. 0.7), suggesting that the items. have relatively high internal consistency. The intraclass correlation of average measures is 0.903 indicates that measures of type posting has a very high level of agreement. Table 1 Reliability Statistics Cronbach’s Alpha 0.903. N of Items 30. Table 1.1. Intraclass Correlattion Coefficient Intraclass Correlation ᵇ. 95% Confidence Interval Lower Bound Upper Bound. F Test with True Value 0 Value df1 df2 Sig. Single Measures. .237ᵃ. .201. .281. 10.331. 199. 5771. .000. Average Measures. .903ᶜ. .883. .922. 10.331. 199. 5771. .000. We used Factor Analysis for classify the type of posting. The KMO measure is 0.811 and Bartlett’s test of Sphericity is significant. That is, its associate probability is less than 0.05 (Table 2). Table 2. KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.811. Bartlett’s Test. Approx. Chi-Square. Sphericity. df. 105. Sig.. 0.00. 30. 1157.863.

(32) For all factors extractable from the analysis along with their eigenvalues, the percent of variance attribute to each factor, and the cumulative variance of the factor and the previous factors. Notice that the first factor accounts for 32.672% of the variance, the second 13.252%, the third 10.347%, and the forth 7.228%. All remaining factors are not significant (Table 3). For the scree plot, it can be seen that factor 5 has an eigenvalue of less than 1 so only four factors have been retained (Table3). Table 3. Total Variance Explained and scree plot Initial Eigenvalues. Extraction Sums of Squared Loading. Component. Total. % of Variance. Cumulative%. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15. 4.901 1.988 1.552 1.084 .920 .757 .717 .589 .559 .466 .367 .335 .303 .236 .226. 32.672 13.252 10.347 7.228 6.134 5.045 4.783 3.923 3.730 3.109 2.445 2.235 2.022 1.572 1.504. 32.672 45.924 56.272 63.499 69.633 74.678 79.461 83.384 87.114 90.222 92.667 94.902 96.924 98.496 100.00. Total 4.901 1.988 1.552 1.084. 31. Rotation Sums of Squared Loading. % of Variance. Cumulative %. Total. % of Variance. Cumulative%. 32.672 13.252 10.347 7.228. 32.672 45.924 56.272 63.499. 3.842 2.055 1.922 1.706. 25.613 13.698 12.811 11.377. 25.613 39.312 52.123 63.499.

(33) At the table of rotated component matrix, we can see that check-in, show off, activities interest, friend and family gathering, selfie, self-report and thought and feeling expression are substantially loaded on Factor (Component) 1 as self-expression group. For criticism, complaint and caviling are substantially loaded on Factor (Component) 2 as criticism group while recommendation (WOM), ask for help and spread information are substantially loaded on Factor (Component) 3 as announcement group. All the remaining variables, (re)sharing informationis substantially loaded on Factor4 as (re)sharing post group (Table 4). Table 4. Rotated Component Matrix Component 1 Check-in Show-off and Braggart Activities interested Friend and Family Gathering Selfie Self-report Thought and Feeling Expression Criticism Caviling Complaint Recommendation (wom) Ask for help Spread information Sharing Information and Ent. Sharing Knowledge and Education. 2. 3. 4. .853 .797 .767 .743 .663 .639 .556 .868 .791 .643 .885 .673 .570 .702 .509. After we had four components, we used cluster analysis method for classify our samples. At table 5, we can see samples were divided to 4 groups: group of selfexpression was classified to cluster 1, group of announcement was classified to cluster 2, group of share link/post was classified to cluster 3 and group of criticism was classified to cluster 4 (Table 5). Table 5. Initial Cluster Centers Cluster 1. Self-expression 2. Announcement. 1 3.72088. 2. 3. 4. 6.99390. 3. (Re) Sharing post. 4.21997. 4. Criticism. 4.44942. 32.

(34) 3.5) Questionnaire Design We design online questionnaire for study individual’s motive on Facebook wall post. The questionnaire consists of three motivations: Entertainment Motives, Social Connection Motives, and Information Motives. We use five-point scales indicates frequency, amount and size of idea (1= strongly disagree and 5= strongly agree). The questions of each motivation were mixed together. Each motivation has five questions so we designed twelve questions in total.. 3.6) Measures Entertainment: According to Figure 6. Model of Consumers’ social media activities (K.Heinonen, 2011), we assume that entertainment motive may effect to people post about self-expression and criticism contents on their wall-posts. When people feel relax or want to escape from real world for a while, we assume that they tend to more post about yourself activities, their emotions and their opinions etc. Social Connection: Based on the model, we also assume that social motive may effect to people post about announcement and sharing information posting such as spread information, recommend some products or services to their friends and share their own experiences. This type of activities, we assume that people tend to more post about announcement some news to their friends so this type of people would like to connect with others. Information: According the model of Consumers’ social media activities (K.Heinonen, 2011), the researcher used interview method for collect the data. This part, participants were asked about what kind of social media or links that participants use to search for gain information? For our thesis, we used the empirical method to investigate samples’ posts so we could not know what kind of information that they would like to search for gain information or how often do they search? We only saw their post about the links that they shared so we assume that they saw the links that their friends post or they searched by themselves, then they like it or they thought that it is useful or interesting so they would like to (re)sharing information to others.. 33.

(35) Table 6. Measure Items Entertainment Q1. When I post on Facebook, I am looking for inspiration and encouragement. Q4. When I post on Facebook, I can escape for a while and release my tension. Q7. When I post on Facebook, I love to express about myself. Q10. When I post on Facebook, I fell enjoy and relaxing. Social Connection Q2. When I post on Facebook, I feel can connect with my friends. Q5. When I post on Facebook, my friends can share their opinions or experiences with me. Q8. When I post about my groups or clubs (activities), I feel belong to that community. Q11. When I post on Facebook, I feel up-to-date with others. Information Q3. When I post on Facebook, I would like to share information and experience. Q6. When I post on Facebook, I would like to share knowledge with others. Q9. When I post on Facebook, I would like to share and spread something that I trust and valuable. Q12. When I post on Facebook, I would like to share information that important to me. Source: Adapt from K.Heinonen,2011. 34.

(36) We did the reliability test for this survey. For Entertainment factor, Cronbach’s Alpha = 0.697 that lower than 0.7 so we decided to cut off question no.1. After we cut out Q.1, Cronbach’s Alpha is higher than 0.7 (α= 0.748). Social Connection factor (α = 0.711), we also decided to cut Q.11 out then Cronbach’s Alpha changes to 0.724 and Information factor, Cronbach’s Alpha is 0.824 (see table 7).. Table 7. Item total-statistic Scale Mean if Item Deleted. Scale Corrected Variance if Item-Total Item Deleted Correlation. Squared Multiple Correlation. Cronbach’s Alpha Deleted. Entertainment (α = 0.697) Q1. When I post on Facebook, I am looking for inspiration and encouragement. Q4. When I post on Facebook, I can escape for a while and release my tension. Q7. When I post on Facebook, I love to express about myself. Q10. When I post on Facebook, I fell enjoy and relaxing.. 9.95 9.93 9.89 9.67. 5.248 4.960 4.792 5.428. .323 .568 .497 .612. .111 .385 .300 .419. .748 .579 .623 .578. 9.89 9.69 10.34 9.90. 4.203 4.627 3.812 5.075. .551 .552 .551 .360. .320 .317 .319 .129. .615 .623 .617 .724. Social Connection (α = 0.711) Q2. When I post on Facebook, I feel can connect with my friends. Q5. When I post on Facebook, my friends can share their opinions with me. Q8. When I post about my groups or clubs (activities), I feel belong to that community. Q11.When I post on Facebook, I feel up-to-date with others. Information (α = 0.824) Q3. When I post on Facebook, I would like to share information and experience. Q6. When I post on Facebook, I would like to share knowledge with others. Q9. When I post on Facebook, I would like to share and spread something that I trust and valuable. Q12. When I post on Facebook, I would like to share information that important to me. 10.70 11.02 10.73. 5.369 4.939 5.605. .617 .683 .680. .411 .477 .476. .792 .761 .768. 10.73 3.7) Model of Users’ motives on Facebook wall posting. .5.223. .623. .429. .790. Motivations - Entertainment - Social Connection - Information. User’s Facebook Wall Posting. -. Figure 7. Model of Users’ motives on Facebook wall posting. 35. Types of Posting Self-Expression Social Connection Criticism (Re) Sharing information.

(37) 3.7) Hypothesis Based on model of consumer’s social media activities (K. Heinonen, 2011), we can classify Facebook post activities by use this concept. This framework based on Shao’s theories (2009) that use consumer activities in social media approaches consumer’s motivation and behavior. The hypotheses were recommended follow: H1a: Entertainment has significant effect on total post H1b: Social connection has significant effect on total post H1c: Information has significant effect on total post. Entertainment H1a. Social connection. H1b. Total post. H1c. Information. Figure 8. Hypothesis Model 1 (Total post). H2a: Entertainment has significant effect on Self-expression H2b: Entertainment has significant effect on Criticism. Self-expression Entertainment Criticism. Figure 9. Entertainment Motivation. 36.

(38) H3a: Social connection has significant effect on Announcement H3b: Social connection has significant effect on (re) Sharing post. Announcement Social connection (re)Sharing post. Figure 10. Social connection Motivation. H4a: Information has significant effect on (re) Sharing post H4b: Information has significant effect on Criticism. (re)Sharing post Information Criticism. Figure 11. Information Motivation. 37.

(39) Chapter 4 Results This chapter presents the data gathering of the study, interpretation of the results from the conducted survey and the software product analysis.. 4.1) Descriptive statistic for Age, Gender and Education. According to descriptive statistic, age factor was divided to four groups: 20-29 years old has 51 people, 30-39 years old has 103 people while 40-49 years old has 37 people and more than 50 years old has only 9 people. It indicates that most of samples have age between 30-39 years old.For gender factor, male has 63 people that is fewer than Female has 137 people from 200 people.Education factor, we divided to four groups: High School, Bachelor’s Degree, Master’s Degree and Ph.d..Bachelor’s Degree has 105 people that is a great number when compare with other education groups (table 8).. Table 8. Descriptive statistic for Age, Gender and Education. Frequency. Percent. Valid Percent. Cumulative Percent. Age 20-29 30-39 40-49 50 up Total. 51 103 37 9 200. 25.5 51.5 18.5 4.5 100.0. 25.5 51.5 18.5 4.5 100.0. 25.5 77.0 95.5 100.0. Gender Male Female Total. 63 137 200. 31.5 68.5 100.0. 31.5 68.5 100.0. 31.5 100.0. Education High School Bachelor Master Ph.d. Total. 27 105 64 4 200. 23.5 52.5 32.0 2.0 100.0. 13.5 52.5 32.0 2.0 100.0. 13.5 66.0 98.0 100.0. 38.

(40) 4.2) Hypothesis results. H1a: Entertainment has significant effect on total post H1b: Social connection has significant effect on total post H1c: Information has significant effect on total post. In the total post model, the study results of regression analyses are presented. Hypotheses (H1a, H1b and H1c) were tested by using ANOVA and regression analysis. Results indicated that Model (total post) is considered significant (R=0.499, R² = 0.249, P< 0.05). Beta coefficients of entertainment and social connection are quite the same (β=0.283, β=0.278), both of them are positive correlation. It indicates that entertainment and social connection have effect to total post. Information has significant effect to total post but negative correlation (β = -0.365). It indicates that when total post score is high, information score is low. Entertainment, social connection and information contribute statically significant to the model. From the results, we assume that when individuals like to post for information, the frequency of post for information may be lower than the frequency of post for entertainment and social connection. Individuals who post for entertainment and social connection tend to post more frequently.. 39.

(41) Model Summary. ANOVAᵃ. Coefficients ᵃ. Table 9. Result of Total post model. 40.

(42) For this part, we used Confirmatory Factor Analysis (CFA) for test our measures. Goodness of Fit Statistic of this model is good, Chi-Square (χ²= 141.24), df = 51, Normed Chi-Square = 2.769, P<0.01, RMSEA= 0.094, CFI= 0.907, GFI= 0.893 and AGFI= 0.836. Figure 12 provides the results model that we can see that factor loading of Q.1 is 0.37 (λ less than 0.6 is not acceptable) and Q.11 is 0.42. From the results, we decided to cut out these two factors (Q.1 and Q.11). From this Model, we found that the correlation of Entertainment and Information has negative correlation (-0.20), and the correlation between Entertainment and Social connection has small correlation (0.06), however, Social connection and Information has rather high correlation (0.53). From this result, we assume that entertainment has low correlation to social connection may caused by entertainment motive activities is relate to relaxing or releasing tension and enjoying oneself online which rather differ from social connection motive activities that relate to connecting with people and sharing experience with others ( K. Heinonen, 2011) 0.86. Q.1. 0.48. Q.4. 0.60. Q.7. 0.36. Q.10. 0.56. Q.2. 0.50. Q.5. 0.52. Q.8. 0.83. Q.11. 0.42. Q.3. 0.35. Q.6. 0.37 0.72 0.64. Ent. 0.80 0.06 0.67 0.71. Social. Q.9. 0.58. Q.12. 1.00. -0.20. 0.69 0.42 0.53. 0.76. Info. 0.81 0.71. 0.50. 1.00. 0.65. Figure 12. CFA of Measurement Model. 41. 1.00.

(43) H2a: Entertainment has significant effect on self-expression H2b: Entertainment has significant effect on criticism The model was fitted to the empirical data after removing question 1 (0.37). The result indicated that H2a and H2b were supported. As shown in table 10, goodness-offit. to. the. data,. with. Normed. Chi-square=2.915,. p<0.001,. SRMR=0.0945,. RMSEA=0.098, GFI=0.903, AGFI=0.847, CFI=0.90 (Figure 13) The model suggested that entertainment motive has significant effect to self-expression (β=0.36) and entertainment also has significant effect to criticism but in small value (β=0.19) when compare with self-expression. This model was cut off Q.1 before analyze data that we stated on previous part. From this result, we assume that people who has entertainment motive will more post about self-expression and people who has entertainment motive might more post about criticism. These results quite same as previous research. Based on previous research, K. Heinonen provided the description of entertainment activities are escaping the real world and relaxing, mood management, entertaining one-self and self-expression. We employ these dimensions for mapping our activities. We supposed that criticism is kind of mood management and entertaining one-self. Criticism is a kind of thought expression but stronger because criticism is judgment based on individual’s feeling or experiences. When individual read or saw something that made them feel uncomfortable or unreasonable, they will expression their thoughts instantly. This is a way of release their tension or mood managing.. 42.

(44) Fit indices χ² df χ²/df (Wheaton et al.) SRMR RMSEA (Browne&Cudeck,1993) GFI (Bentler, 1983) AGFI (Bentler, 1983) CFI (Bentler, 1988). Criteria (Perfect) <3.0 <0.1 <0.08 >0.9 >0.9 >0.9. Results 122.433 42 2.915 0.0954 0.098 0.903 0.847 0.900. Table 10. Fit indices of Entertainment Motivation Model. 0.71 0.84. Self.. 0.81 0.65. 0.52. 0.69. 0.36**. Q.4 0.72. 0.45. Q.7. 0.67. Self-report. 0.51. Check-in. 0.71. Show-off. 0.66. Activities Int.. 0.43. Feeling Ex.. 0.47. Ent.. 0.77 0.59. Q.10 0.19*. 0.52. Critic. 0.93. Complaint. 0.27. Criticism. 0.87. Caviling. 0.37. 0.61. ** P< 0.001 * P< 0.005 Figure 13. Result of Entertainment Motivation Model (SEM). 43.

(45) H3a: Social connection has significant effect on announcement H3b: Social connection has significant effect on (re) sharing post The result indicated that H3a and H3b were supported. As shown in table 11, goodness-of-fit to the data, with Normed Chi-square=2.209, p<.005, SRMR=0.0826, RMSEA=0.078, GFI=0.953, AGFI=0.907, CFI=0.916 (Table 11). The model suggested that social connection motive has significant effect to announcement (β=0.36) and social connection also has significant to (re)sharing post (β=0.20) but the value is smaller than announcement (Figure 14). This model was cut off Q.11 before analyze data that we stated on previous part. From this result, we assume that people who have high social connection motive tend to more post announcement posting. On the other hand, people who have social connection motive also tend to (re) sharing post. Base on conceptual model of consumers’ social media activities (K. Heinonen, 2011 p.359), the activities of social connection motive are being up-to-date, staying in touch and sharing experiences with others. Individuals who post more about announcement and (re)sharing post would like to contact with others. They like to update news to their friends and sharing their experiences to others.. Fit indices χ² df χ²/df (Wheaton et al.) SRMR RMSEA (Browne&Cudeck,1993) GFI (Bentler, 1983) AGFI (Bentler, 1983) CFI (Bentler, 1988). Criteria (Perfect) <3.0 <0.1 <0.08 >0.9 >0.9 >0.9. Table 11. Fit indices of Social connection Motivation Model. 44. Results 39.767 18 2.209 0.0826 0.078 0.953 0.907 0.916.

(46) Recommend. 0.63. 0.79 0.61 0.45. Anno.. Q.2 0.67. 0.48. Q.5. 0.69. Ask for Help. 0.37. Spread news. 0.32. Share info. 0.34. Share knowledge. 0.08. 0.57. 0.36**. Social. 0.70 0.20* 0.49. 0.59. Share. Q.8. 0.29. ** P< 0.001 * P< 0.005 Figure 14. Result of Social connection Motivation Model (SEM). H4a: Information has significant effect on (re) Sharing post H4b: Information has significant effect on Criticism As shown as table 12, this model is moderate, goodness-of-fit to the data, with Normed Chi-square=2.1824, SRMR=0.0711, RMSEA=0.077, GFI=0.945, AGFI=0.901, CFI=0.945 and P The result indicated that H4a and H4b were rejected, the correlation between information and (re)sharing post is very small (β=0.07), correlation between Information and criticism is negative (β= -0.15). The result indicated that information motive has not significant effect to (re) sharing and criticism. Based on conceptual model of consumers’ social media activities (K. Heinonen, 2011), Information motive activities were described to sharing information and accessing shared knowledge online such as comments and opinions. Following this concept let we assumed that information motive might effect to sharing post and. 45.

(47) criticism (comments or opinions). Through discussion, we assumed that the results is differ from previous research may cause by our collecting data method is not the same. The previous research used interview method by asking their samples about what type of social media they use or search for and why which differ from our study that used content analysis and observe the samples’ wall posts. For our method, we can see only the results (contents of post). Following the result of figure 14, Social connection has significant effect to (re) sharing post. This result we supposed that when people (re)sharing post, they would like to share the post that they are interested in and they thought the post might be useful to others. From this model results, we supposed that when people share post, it is not because people would like to gain the information or knowledge. Some individuals used social media to search or gain information or knowledge but they did not (re)share them on their wall-posts. Based on the results, we assumed that (re)sharing post is more related to social connection motive than information motive. For criticism, information motive has not significant effect to criticism same as (re)sharing post. We supposed that Criticism is more related to entertainment than information. When people read or see information that they feel unreasonable, they would like to post their comments or opinions. This action is related to entertaining oneself or mood managing which is not related to information motive.. Fit indices χ² df χ²/df (Wheaton et al.) SRMR RMSEA (Browne&Cudeck,1993) GFI (Bentler, 1983) AGFI (Bentler, 1983) CFI (Bentler, 1988). Criteria (Perfect) <3.0 <0.1 <0.08 >0.9 >0.9 >0.9. Table 12. Fit indices of Information Motivation Model. 46. Results 54.56 25 2.1824 0.0711 0.077 0.945 0.901 0.945.

(48) 0.52. -0.08. Q.3. Q.6. Q.9. 0.07. -2.15. -3.60. Info. 0.72. 0.52. -0.15 0.48. Share Know. 0.76 0.77. 0.40. 0.99. Share. 0.69 0.42. Share Info. Critic. Q.12. 0.94. Complain. 0.73. Criticism. 0.11. Caviling. 0.63. 0.60. Figure 15. Result of Information Motivation Model (SEM). 47.

(49) Chapter 5 Discussion The goal of this research was to reveal information about contents on Facebook wall-post and users’ motives. The current study extends existing research on individuals’ use of user-created content by describing in more detail differences in consumer activities relate to Facebook. Focusing on activities rather than only on motivations or gratification made it possible to increase the understanding of why users are interested in social media. In other words, the concept of use and gratification (e.g. McQuail 1983; Stafford et al.2004) were develop in more depth by indentifying several activities relate to each gratification. This study use previous conceptual model of consumers’ social media activities (Shao, 2009) to mapping our study. Previous model is 3X3 matrix which examines consumer motivations in terms of entertainment, social connection, and information provide more detail concerning the nature of three main activities types. We use the framework to classify users’ activities (post content) on Facebook. On Faccebook wallpost, we can see many functional that Facebook provides to customers such as check-in function, emotion function, status-update, friend tagging etc. Facebook provided many functional than other social media, this is one of reasons why we chose Facebook for our study. Many previous researchers try to study about users’ motives on Facebook use or study about Facebook and users’ personalities (Five Factor Model or Big five). For our study, we try to study something new and interesting. We collect the data by selecting friends from our Facebook and record types and frequency from their post on wall-post. It is interesting that this investigation method let us know individual’s personality and motivation. We can see the motives behind their posts. In this study, we use regression analysis to study relation between three motivations (entertainment, social connection and information) and total of post. From the results, we assume that when individuals like to post for information, the frequency of post for information may be lower than the frequency of post for entertainment and social connection. Individuals who post for entertainment and social connection tend to. 48.

(50) post more frequently. For the hypothesis model of entertainment motive, social connection motive and information motive, we used SEM analysis for our study. For entertainment motive model, we assume that people who have high social connection motive tend to more post announcement posting. On the other hand, people who have social connection motive also tend to (re) sharing post. Base on conceptual model of consumers’ social media activities (K. Heinonen, 2011 p.359), the activities of social connection motive are being up-to-date, staying in touch and sharing experiences with others. Individuals who post more about announcement and (re)sharing post would like to contact with others. They like to update news to their friends and sharing their experiences to others. For the results of social connection motive model, we assume that people who have high social connection motive tend to more post announcement posting. On the other hand, people who have social connection motive also tend to (re) sharing post. Base on conceptual model of consumers’ social media activities (K. Heinonen, 2011 p.359), the activities of social connection motive are being up-to-date, staying in touch and sharing experiences with others. Individuals who post more about announcement and (re)sharing post would like to contact with others. They like to update news to their friends and sharing their experiences to others. For the results of information motive model, the hypotheses in this model were rejected. We supposed that when people (re)sharing post, they would like to share the post that they are interested in and they thought the post might be useful to others. From this model results, we supposed that when people share post, it is not because people would like to gain the information or knowledge. Some individuals used social media to search or gain information or knowledge but they did not (re)share them on their wallposts. Based on the results, we assumed that (re)sharing post is more related to social connection motive than information motive. For criticism, information motive has not significant effect to criticism same as (re)sharing post. We supposed that Criticism is more related to entertainment than information. When people read or see information that they feel unreasonable, they would like to post their comments or opinions. This action is related to entertaining one-self or mood managing which is not related to information motive. 49.

(51) 5.1) Research Contribution Present study’s major contribution is to understanding of consumer’s motivation. What motives effect to users to post different contents such as status update, check-in, criticism or sharing post etc. This study extends existing research on consumers’ use of user-created content by describing in more detail differences in consumer activities related to social media. Our study focused on activities (Facebook post) rather than only on motivations or gratifications made it possible to increase the understanding of why users are interested in social media. On the other hand, the concepts of use and gratification (e.g. Standfford et al.2004) were developed in more depth by indentifying several activities related to each gratification. This study used conceptual of consumers’ social media activities for mapping our study. Previous study used interview method for collecting data and they studied consumers’ activities on social media. For this study, we used contents analysis and use frequency record from Facebook wall post. This method let us know about people’ posting and types of posting on Facebook that we can see the behind motivation and behavior which previous research has not used this method for collecting data before. We hope that our study can be helpful for markerters who interested in online marketing. This study can be helpful to them for consider their consumers that which segmentation of consumers suitable for their products. Based on this study, the marketers can create their strategy for attract to their consumers etc.. 5.2) Limitation and Future Research. Due to the collecting data method is investigate friends Facebook wall-post so demographic such as age, education, culture is not different that much. This type of collecting method has a difficult part is the samples that we selected for this study, they have to reply questionnaire for you at final step. Many people are not willing to fill their name in online survey. Due to samples limit, most of our samples are quite same demographic. Most of them are Asia people so we cannot study about how is different between Asia and Western people post contents on Facebook. For future research, we. 50.

(52) can study about our limitations such as different culture has effect to their activities on Facebook or not such as Asia people love to selfie, love to check-in place etc. For education part, future study can research about higher education people tend to sharing or post something differ from lower education or not.. 51.

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