StudiVZ - Determinants of social networking and dissemination of information among students - Presentation ICP 2008
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StudiVZ - Determinants of social networking and dissemination of information among students - Presentation ICP 2008

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StudiVZ - Determinants of social networking and dissemination of information among students - Presentation ICP 2008 StudiVZ - Determinants of social networking and dissemination of information among students - Presentation ICP 2008 Presentation Transcript

  • University of CologneUniversity of Cologne Department of Economic andDepartment of Economic and Social PsychologySocial Psychology Christian Bosau, Oliver Fischer & Marcus Koll -- StudiVZStudiVZ –– Determinants of Social Networking andDeterminants of Social Networking and Dissemination of Information amongDissemination of Information among StudentsStudents
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 2 PurposePurpose ofof the studythe study Main question: What are reasons for using StudiVZ? Detailed Questions: What are the reasons for joining the network? Which factors determine specific activities/ways of using the network? What are the reasons for the disclosure of personal information in the network? Potentially relevant factors are: personality motives of media use sociodemographics
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 3 The studyThe study Method: online questionnaire link posted via mailing-lists and personal emails at the end of 2007 before StudiVZ introduced new user options regarding security and privacy students from universities in Cologne and Bad Honnef 723 participants: 645 StudiVZ-members, 69 non-members age: mean = 23.9 SD = 3.7; male = 36%, female = 64% „digital natives“: 3.4 hours internet usage per day, familiar with all general internet tools View slide
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 4 WhyWhy dodo studentsstudents becomebecome aa membermember?? Big FiveBig Five GenderGender AgeAge Relation- ship Relation- ship StudiVZ- membership StudiVZ- membership no no younger people r = -.40** more singles t=2.85**, d=.22 additional factor: willingness to share information online in general: • r = .20** the more likely people are willing to share information in the internet, the more likely they are a member of StudiVZ additional factor: willingness to share information online in general: • r = .20** the more likely people are willing to share information in the internet, the more likely they are a member of StudiVZ Caution: only 9.5% were not a member of StudiVZ View slide
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 5 Explaining behaviourExplaining behaviour Usage of StudiVZ (dependent): quantitative usage: frequency of log-ins number of friends on the friends-list number of groups, students are a member of qualitative usage: kind of information in the profile Descriptive results: 47% several times per day, 20% daily 2/3 at least daily mean: 87 friends, SD: 64 mean: 23 groups, SD: 20 personrelated & group info: mostly hobbies/freetime: some contact details, professional: seldom
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 6 Explaining behaviourExplaining behaviour Explaining factors (independent): personality: Big Five motives: classical media usage motives specific StudiVZ-motives sociodemographics: age gender relationship status Usage of StudiVZ (dependent): quantitative usage: frequency of log-ins number of friends on the friends-list number of groups, students are a member of qualitative usage: kind of information in the profile
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 7 WhyWhy dodo people use StudiVZpeople use StudiVZ?? 1) to stay in contact/keep in touch (α = .81); 7 items 3) to find new (similar) people (α = .76); 4 items 4) high social status (α = .77); 3 items 5) positive self-portrayal/-image (α = .70); 2 items 6) easier interpersonal approaching on the internet (α = .72); 4 items 2) daily importance (α = .77); 5 items StudiVZ-motives: Development of new scales (based on literature, experts, brainstorming with members, etc.), in total 23 items: Descriptive results: • contact factor: highest agreement • factor 2-5: medium agreement • online approaching: low agreement
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 8 QuantityQuantity ofof usageusage -- 11 Big FiveBig Five media usage motives: escapism, fun, being informed, activity media usage motives: escapism, fun, being informed, activity Log-insLog-ins extraversion: β = .17** fun: β = .33** activity: β = .25** number of friends number of friends number of groups number of groups extraversion: β = .25** activity: β = .18** fun: β = .12* activity: β = .14** fun: β = .13* no high coefficients (i.e. >.10)
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 9 QuantityQuantity ofof usageusage -- 22 StudiVZ usage motives: stay in contact, daily importance, new people, social status, self-image, online approaching StudiVZ usage motives: stay in contact, daily importance, new people, social status, self-image, online approaching Log-insLog-ins daily importance: β = .52** stay in contact: β = .20** number of friends number of friends number of groups number of groups daily importance: β = .18** stay in contact: β = .15** daily importance: β = .22**
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 10 QuantityQuantity ofof usageusage -- 33 GenderGender AgeAge Relation- ship Relation- ship Log-insLog-ins no younger people more often r = -.35** singles more often t=3.04**; d=.24 number of friends number of friends no number of groups number of groups singles have more groups t=2.79**; d=.23 men have more friends t=3.51**; d=.30 younger people have more friends r = -.23** younger people have more groups r = -.25** no
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 11 QualityQuality ofof usageusage -- 11 Big FiveBig Five media usage motives: escapism, fun, being informed, activity media usage motives: escapism, fun, being informed, activity kind of information kind of information contact detailscontact details group infogroup info hobbies/freetimehobbies/freetime personrelatedpersonrelated professionalprofessional escapism: β = .13** fun: β = .22** fun: β = .18** fun: β = .14** neuroticism: β = -.12** no high coefficients (i.e. >.10) no high coefficients (i.e. >.10) no high coefficients (i.e. >.10) no fun: β = .31**
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 12 QualityQuality ofof usageusage -- 22 StudiVZ usage motives: contact, daily importance, new people, social status, self-image, online approaching StudiVZ usage motives: contact, daily importance, new people, social status, self-image, online approaching no high coefficients (i.e. >.11) stay in contact: β = .25** new people: β = .13** daily importance: β = .25**, stay in contact: β = .21** no high coefficients (i.e. >.12) kind of information kind of information contact detailscontact details group infogroup info hobbies/freetimehobbies/freetime personrelatedpersonrelated professionalprofessional
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 13 QualityQuality ofof usageusage -- 33 GenderGender AgeAge Relation- ship Relation- ship men: t=3.50**; d=.30 no singles: t=2.14*; d=.17 no no younger people = more information r = -.29** r = -.20** r = -.21** no no kind of information kind of information contact detailscontact details group infogroup info hobbies/freetimehobbies/freetime personrelatedpersonrelated professionalprofessional
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 14 Privacy ProtectionPrivacy Protection?? Do students protect their private information? students who DON‘T protect their profile put in MORE information (r = .18**)! is it just naivety? 37,2% 24,9% 31,2% 34,1% 62,8% 75,1% 68,8% 65,9% 0% 25% 50% 75% 100% hidden profile NO hidden profile „I can‘t see who looks at my profile“ (95%) „External companies can watch my profile“ (88%) „I don‘t have control over distribution of data“ (76%) „Strangers can see my profile“ (86%)
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 15 ConclusionConclusion StudiVZ-Users voluntarily reveal a lot of information about themselves to the internet community change of the boundary of private and public information especially among younger people some correlations with relationship status, almost no with gender only some support for personality differences: the StudiVZ-User is more likely an outgoing extrovert than an anxious neurotic StudiVZ as the daily drug for „contact-addicts“? finally: is it just fun and entertainment?
  • Bosau, Fischer & Koll – StudiVZ ICP 2008 Seite 16 Thank you very much for your attention! Comments and questions can be sent to: Christian Bosau christian.bosau@uni-koeln.de