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Social Networking Sites in Thailand: motives and predictors of university students' behaviours

Author

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  • Nuchada Dumrongsiri
  • Vikanda Pornsakulvanich

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.

Suggested Citation

  • Nuchada Dumrongsiri & Vikanda Pornsakulvanich, 2010. "Social Networking Sites in Thailand: motives and predictors of university students' behaviours," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 8(4), pages 427-444.
    • Handle: RePEc:ids:ijilea:v:8:y:2010:i:4:p:427-444
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