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Keywords
Facebook; entertainment; technologies; fans page; Tamsui area; usage willingness
Abstract
The rise of social networking websites in recent rise has aroused the discussion among the society. Social networking websites not only enable people to connect with friends, but also can conduct various studies. For example, people can create events, conduct a "Human Flesh Search", and so on. Furthermore, people are able to open up new relationships on the internet. This study discusses the influencing factors to the usage of Facebook willingness among college students in the Tamsui area. By statistical results, the six variables in this study (relationships, privacy, entertainment, technologies, fans page and community loyalty) were verified as the most important factors affecting the influencing for the usage of Facebook willingness among college students in the Tamsui area. It was shown that three variables (relationships, privacy and community loyalty) had a positive influence to the usage of Facebook to college students in the Tamsui area, which completely matched with the discovery discussed in literature. However, the remaining three variables (entertainment, technologies and fans page) showed to greatly differ with literature, which conversely had a negative influence to the usage of Facebook among the subjects in this study; these three variables were therefore studied with in-depth analysis in this research.
Purpose of Research and Motives
Background of research and motive
With the advance of technology, we are currently in a new era where computers and mobile phones are readily accessed to the internet. Social networking websites are shown to further stand out on the internet, which as Facebook ranked second in the number of registered users among the world, reaching more than 600 million. One of the reasons for the incredible and rapid growth is because it is simple to register and easy to use. The huge influence is as described in the media, where "it's population size would make it the third largest country, after China and India". The founder, Mark Zuckerberg, has even been named Time magazine's "Person of the Year" for 2010; the film The Social Network was also made which portrays the phenomenon, making Facebook sweeping the whole globe. Facebook's capability to bring up major topics enhanced its commercial value, making itself unaffected by the times of economic downturns.