Structural Equation Modeling of Self-Disclosure in Online Social Network on Undergraduat Students of Private Universities in The Central Region of Thailand

Abstract

The objectives of this research were 1) to study self-disclosure through Social Media: 2) to analyze the element of self-disclosure through social media and 3 to examine the accordance of the element model of self-disclosure through social media of undergraduate students of private universities in central region of Thailand with empirical information. The target group consisted of undergraduate students (4 years program) of private universities in the central region of Thailand in the academic year 2016. By choosing a random sample of snowball and the specific property, the number 30 people to use in the interview and the 400 people to use in the inquiry by questionnaire. Data were analyzed by content analysis and factor analysis. The study results found that self-disclosure through social media in 5 dimensions: 1) breadth dimension 2) depth dimension 3) purpose dimension 4) honesty dimension and 5) positive and negative presentation dimension. The element of self-disclosure through social media and of undergraduate students of private universities in the central region of Thailand had 6 elements and had the accordance with the empirical information that 1. Narrative of their own. 2. Follow the stories of others. 3. to inspire life. 4. Memoirs of the event. 5. Identification and explain 6. Intention and consideration. The variance was 68.972 percent and is consistent with empirical data.