Factors Affecting Use of Social Media Behavior of Undergraduate Students, Faculty of Liberal Arts, Prince of Songkla University, Hat Yai Campus, Songkhla Province
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Abstract
This research aimed to 1) examine the patterns of social media usage among undergraduate students, 2) explore the relationships between personal factors and perceptual factors with students’ social media usage behavior, and 3) identify the key factors influencing such behavior. The sample consisted of 240 undergraduate students from the Faculty of Liberal Arts, selected using multistage sampling based on academic programs and year levels. The research instrument was a questionnaire that was examined for content validity by experts. Data collection was conducted using a systematically designed questionnaire and analyzed with the R program using descriptive statistics, including mean, percentage, and standard deviation, as well as inferential statistics, including Pearson's product-moment correlation coefficient and linear multiple regression analysis.
The research findings are summarized as follows: 1) Undergraduate students have a high level of social media usage behavior (average 4.338), reflecting widespread access and usage. 2) There were statistically significant low to moderate positive and negative relationships between intrapersonal factors and cognitive factors, and social media usage behavior, and 3) Factors that significantly influenced social media usage behavior at the 0.001 level were perceived ease of use, perceived method of use, and technology usage skills. It reflects that the ability to access, understand, and use technology proficiently has a significant influence on students' social media usage behavior.
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