Typology of Iranian Uses and Gratification in Goodreads

• Main Authors: Siamak Mahboob, Leili Mirtaheri
• Format: Article
• Language: fas
• Published: Iranian Research Institute for Information and Technology 2016-06-01
• Series: Iranian Journal of Information Processing & Management
• Subjects: Reading in social networks; Uses and gratification; Goodreads
• Online Access: http://jipm.irandoc.ac.ir/browse.php?a_code=A-10-3049-1&slc_lang=en&sid=1

This survey tries finding and classifying the ways Iranians satisfy by Goodreads. For this purpose the Uses and Gratification theory used as theoretical framework. We send questionnaires for 290 people who were active in network. By using Factor Analysis we find that all 25 variable can be categorized in 6 factor:1- information seeking, 2- being with community, 3- escape from everyday life, 4- being with books, 5- Strengthening occupation and 6- knowing about Celebrities. Second purpose of the research was answering this question that “which factors can anticipate main activity of users?” we defined 3 activity as main activity: friend finding, rating and writing reviews.by using regression test we find that 2 factors (information seeking and being with books) can predict main activities of Iranian. As well as, being with community is another factor that Influence two main activity: friend finding and writing reviews.