Factors Affecting of Behavior Stickiness the Online Social Network Usage of Undergraduate Student Kasetsart University Bangkhen Campus

Abstract

The objective of research is to study the online social network stickiness behavior and the factors affecting the online social network stickiness behavior of students. Study in the form of quantitative research by the group of 379 undergraduate students of Kasetsart University Bangkhen Campus example. Use the Accidental Sampling Method, Tools to keep data is questionnaire, used as descriptive statistics, using percentage, mean and standard deviation to describe the value of statistics, and statistics for the difference testing. Statistical fore hypothesis testing are T-test, F-test and Pearson correlation determines the level statistically significant at .05. The study found the most of the sample was female, under 20 years old, monthly current income is between 4,001-8,000 baht, the most of online social network services is facebook about 97.1 percentage, 1-5 times and 2-3 hours a day, the period of using online social network are between 18:00-24:00 pm, the most activities through online social networks is chat with friend, follow friends activities, They realize the risk of using online social network in high level, the sample has the online social network stickiness behavior in a medium level, most of them will be read message and keep looking for the online social network movement during wake up in the morning and on the bed before slept in a high level. The result of Hypothesis testing found the sample that had different monthly income, people who live together, communication equipment, types of online social networks and activities through online social networks have different online social network stickiness behavior. Moreover a perception of the risk of online social, amount of time in the online social networking services, the factors in social surrounding on the communication technology and trading, socialize/companionship, religious and culture and education has relationship with the online social network stickiness behavior.