| Summary: | 碩士 === 國立臺灣師範大學 === 管理研究所 === 103 === 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.
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