เทคโนโลยีของสื่อใหม่และการนำเสนอตัวตนต่อสังคมกับพฤติกรรมการสื่อสารบนเครือข่ายสังคมออนไลน์

Abstract

The purposes of this survey were (1) to study the relationship between social context, online communication, interactivity, privacy and social presence (2) to study the relationship between new media technology and social presence (3) to study the relationship between social presence and communication behavior on social network, and (4) to study the relationship between new media technology, social presence and communication behavior on social network. Sampling was consisted of 400 Facebook and/or Twitter users. Online questionnaires were employed for data collection.

Findings were as follows, 1) social network users tend to use social network every day, over 3 hours a day (2) social context, online communication, interactivity, privacy and new media technology are related to level of social presence (3) individual social presence is related to communication behavior on social network, and (4) social presence and new media technology explained 14.3 and 5.4 percent respectively of communication behavior on social network.