WHY DO PEOPLE HAVE SELF-DISCLOSURE ON SNS? BASED ON FEATURES OF SOCIAL MEDIA

摘要

Social media is an open online platform that allows individuals to share their thoughts, opinions, experiences, and information on social network based on the advent of the era of Web 2.0 and to create or expand relationship with others. Social Network services is also included in social media. This study aims to identify why people use SNS for Facebook. The purpose of this study is to understand why people use social networking through the characteristics of social media. Finally, we analyze 287 data by structural equation model and use AMOS 18.0 for analysis. As a result, two of the six hypotheses were rejected and four hypotheses were adopted. Users are posing posts on Facebook and self-disclosure them for communication others and their identity. Thus, users are using Facebook in order to share various information. There are implications that the reasons for using Facebook by an empirical test. Therefore, Facebook will have to try to make it a space where users can communicate more effectively and establish their identity.