Exploring the motivations of Facebook use in Taiwan.
The current study explored the motivations of online social network use among a sample of the general population in Taiwan (N=4,346). It investigated how seven different motivations to use Facebook predicted the intensity of Facebook use and content-generation behaviors on Facebook. Results showed that the motivation to use Facebook for posting and viewing status updates was the strongest predictor of Facebook intensity, while the motivation to view and share photographs was the strongest predictor of content-generation behavior on the site. Results are discussed in terms of expanding motivations to use Facebook to the study of social networking sites and other new and social media.
Department of Advertising, Public Relations, and Retailing, Michigan State University, East Lansing, Michigan 48824-1212, USA. sa@msu.edu
Saleem
S
Alhabash
Hyojung
H
Park
Anastasia
A
Kononova
Yi-hsuan
YH
Chiang
Kevin
K
Wise
D000328:Adult; D057218:Blogging; D005260:Female; D033062:Friends; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D009042:Motivation; D012650:Self Disclosure; D012919:Social Behavior; D060756:Social Networking; D011795:Surveys and Questionnaires; D013624:Taiwan