2. The Study of Teenagers’ Behaviors in Using Social Networking
Sites (SNSs) in Thailand: A Case Study of Facebook
By
Panuwat Kongrach
A Thesis Submitted in Partial Fulfillment of the Requirements
for the Degree of Master of Science
Technology Management
Collage of Innovation
Thammasat University
2011
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Abstract
Research entitled ‘Teenagers’ use of social network sites in Thailand: A Case
Study of Facebook "is intended to study the behavior of teenagers who are active users
of social networking sites like Facebook, and also to compare the relationships between
causal variables and the resulting behaviors, which are system addiction and system
stickiness.
This research employs questionnaire survey technique. Its targeted population is
Thai teenagers whose ages range is between 13 to 24 years old and who are active
users of Facebook (www.facebook.com). The survey collections are conducted by using
both paper-based and Web-based questionnaires. A total of 400 respondents were
participated in this research.
Researcher has adopted the following theoretical concepts, and previous
research findings in research framework development, including: behavior aspect of
social networking usage system addiction system stickiness technology adoption
adolescent behavior perceived risk perceived enjoyment social influence self
expression and perceived anxiety concepts.
The results showed that the following findings: the majority of users are female
user. Aged range of the users is between 19-21 years old, majority of users is obtained
bachelor degree or higher adoption rate is 1-5 times per week, and the duration per
each usage is 1-3 hours Activities that most users engaged while using Facebook are
including: chatting, posting on Wall (bulletin board), taking quiz, playing games, sharing
pictures and videos, connecting to old friends, joining others’ comments, and
expressing an agreement to others’ comments (pressing ‚Like‛ on others’ posts).
The results of hypotheses testing also reveal that system addiction, and system
stickiness are resulting behavior from perceived enjoyment and social influence This is
because users who perceived that they are enjoy using the systems are likely to
increase their frequency of use, as well as the duration of each usage is also increased.
Eventually, these users behaviors will changed to ‚system stickiness‛ and ‚system
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addition‛ behaviors as the users will generally feel obsession and have more passion
towards using the system and finally will get addicted to the systems.
However, the results of this research show that perceived risks of online social
networking sites has no causal relationship with the system addicted and the system
stickiness and the results also suggest that these kinds of behavior are not reduced due
to the increasing extent of perceived risk. This finding implies that majority of the
teenagers are very cautious in using online social networking sites and are not using
them if they feel an unacceptable extent of risks associated with using the systems.
Therefore, it is unlikely that users who perceived the risk become system-addicted and
system-sticky persons.