| Summary: | 碩士 === 國立臺南大學 === 科技發展與傳播研究所 === 95 === This study is intended to investigate the relationship between undergraduate students’ internet use behavior and their individualistic tendency. The main purposes of this study include: (1) to understand undergraduate students’ individualistic tendency, (2) to investigate the differences between different undergraduate students’ internet use behavior and their individualistic tendency , and (3) to predict undergraduate students’ individualistic tendency by using their internet use behavior.
Based on theoretical basis through reviewing literature, and then proceeds an investigation to understand the relationship between the internet use behavior and the individualistic tendency. The samples are selected from southern Taiwan undergraduate students. The findings are as follows:
1.Undergraduate students have higher inclinations toward “independence” and “self-expression” on individualistic tendency. Their individualistic tendencies can be viewed as positive attitudes.
2.Three sub-scale of individualistic tendency which include “independence”, ”self-expression” and “selfishness” are found to have significantly difference on some varied internet use behavior of undergraduate students.
(1) On “independence”
Undergraduate students with higher frequency and seniority of internet use tend to be more independent.
(2) On “self-expression”
Undergraduate students with higher frequency and seniority of internet use and higher internet use of the categories of communication and information acquisition, as well as undergraduate students whose main purpose of internet use is to communicate with people are better at self-expression.
(3) On “selfishness”
Undergraduate students with higher frequency and seniority of internet use and higher internet use of the categories of information acquisition and instrumental use are more likely to be selfish.
3.Some variables of the undergraduate students’ internet use behavior are capable of predicting the undergraduate students’ individualistic tendency; however, the predictabilities are quite low which indicates there are more other factors that influence undergraduate students’ individualistic tendency.
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