| Summary: | 碩士 === 淡江大學 === 商管學院經營管理全英語碩士學位學程 === 106 === The rising of internet and communication technology (ICT) has changed the way people communicate with each other. Social media platform is one of the communication technologies that use the advantage of Internet to connect people. In term of connectivity, it is undeniable that social media has shown many benefits and help people to achieve the next level of communication activities. However, it is true that social media also has negative effect on human behavior. This study aims to explore the social media behavior and identify factors that involved in social media behavior. Human behavior was shaped by many environmental factors that involved in individual context. This research aims to achieve two research objectives: (1) what are the important factors that influence social media usage? And (2) how does these identified factors influence social media usage in term of decision making process?
Based on existing research, there are three main influential factors that potentially impact on social media behavior including social cognitive, privacy issue and cultural factor. Thus, this research proposes the conceptual model to investigate the impact of all influential factors on social media behavior. In addition, this research also aims to explore direct and indirect effects through relationships among each other.
In order to examine the model, the questionnaire has been developed to collect the data which is mostly millennials from Thailand and Taiwan. As the results, this research conclude that all influential factors have a direct effect on social media behavior in different perspective. The social cognitive factor directly impacts on user motivation. The privacy factor generates an effect on decision-making process. Finally, the social media usage was directly influenced by cultural factor.
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