Communication Behavior on Facebook of Students at Rajamangala University of Technology Phra NaKhon

Abstract

This research aims to study about usage behavior of Facebook users, their expectations, uses and gratifications as well as the relation between expectations, uses and gratifications of Facebook users and communication behavior found among students at Rajamangala University of Technology Phra Nakhon who are Facebook users. The research is conducted using survey as a research method and the data used in this research is taken from a sampling group of 400 students. The results of the study were as followed : 1. The students at Rajamangala University of Technology Phra Nakhon, although are different by gender, age, year of studies, faculty, GPA and family’s income, share the same kind of behavior when using Facebook. 2. The students at Rajamangala University of Technology Phra Nakhon who are different in gender, age, year of studies, faculty, GPA and family’s income, share the same kind of expectation when using Facebook. 3. The students at Rajamangala University of Technology Phra Nakhon whose family incomes are varied, also have different uses of Facebook. 4. The students at Rajamangala University of Technology Phra Nakhon who are different in gender, age, year of studies, faculty, GPA and family’s income, do not have any difference in their gratification while using Facebook. 5. The expectation, uses gratification of Facebook users have positive relation at high level with communication on Facebook. Moreover, the outcome has shown that the majority of the students at Rajamangala University of Technology Phra Nakhon use Facebook on a daily basis. Their expectation and usage levels are high and moderate respectirely while gratification level is high.