| Abstrakt: |
Studies on the negative effects of Facebook, such as envy and information overload, are increasing. This study examines the association between Facebook use and any positive and negative consequences. Using the uses and gratifications theory, this study regards the motivation and user's behavior and identifies what makes Facebook user unhappy. Based on a sample of 350 respondents, this study empirically investigated the relationships among user's motivation, using behavior, and the emotional consequences. The motivation to interaction with friends has a strong effect on direct communication behavior but the purpose of identity expression, information searching, and entertainment make people to passively consume other users' post. Direct communication and exchanges with others induce perceived interactivity and relative deprivation. Mass consumption behavior is connected to social support and relative deprivation. This results show that Facebook could be a good tool for interaction but also can be a bad service depending on how people use it. People use Facebook for various purposes and they act strategically to satisfy their purposes. To elicit positive results from Facebook use, it is needed to enhance desirable behaviors related to positive results, such as social support and perceived interactivity. This research shows that the different Facebook usage motives induce different usage behavior to satisfy their desire. This connected to positive or negative emotion. It gives insight to service developer planning positive life developments. [ABSTRACT FROM AUTHOR] |
