Application of the Social Comparison Theory on User's Behavior of Social Network Sites

• Main Authors: Yi-Ting Huang, 黃翊婷
• Other Authors: Shih-Ming Pi
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/79978624723223134887

碩士 === 中原大學 === 資訊管理研究所 === 100 === With the rapid evolution of information technology, the ways people contact have been changed. Nowadays, the social network site has been occupied people's lives. Not only to provide a contact tunnel and get the latest information of the friends, but also as a platform for people to do online social comparison. In fact, social comparison behavior always exists, because people com-pared with each other all the time. In past studies, the scholars had mainly to study the social com-parison behavior on real life, rarely to study on the online environment. Therefore, this paper focuses on Facebook as the online social comparison platform, and using the social comparison theory to explore people's social comparison behavior on the online environment. During the research process, we take a questionnaire survey, and through the Internet questionnaire survey to collect data. The sampling framing is the users of Facebook. Data collected from 132 users on Facebook provide support for the proposed model. The study shows that the users of Facebook during online social comparison are majority male and 21 to 25-year-old people. Because in the 21-25 years of age were mainly students, and they are exploring the life; and men because of the future will be the role of burden on the family life, so they do social comparison a lot more than females.