| Summary: | 碩士 === 國立臺北大學 === 資訊管理研究所 === 106 === With the rapid development of social networking, numerous social media platforms have been established. Social media has provided diversified services that enable users to communicate, improve social relationships, and seek entertainment. However, in recent years, the filtering of information on social media platforms has engendered “echo chamber” effects. Although academic discussions on social media have grown, few studies have investigated users of multiple social media platforms. Therefore, the objective of the current study was to explore the relationships among personalities, motivations, user behaviors, and social media values and effects and five social media platforms: Facebook, YouTube, Instagram, PTT, and Weibo.
We conducted a web survey on customers from Insightxplorer’s CyberPanel who had used social media. Data collected from users of multiple social media platforms were analyzed. Multidimensional Scaling (MDS) was also used to explore the relationships in personality, motivation, user behavior, and social media values and effects among the five social media platforms. On the basis of the study findings, we provide conclusions and suggestions for practice and further research in this paper.
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