網際網路與通訊技術的興起。社交媒體平台是利用一種互聯網連接人們的通信技術之一。 關於連通性部分，不可否認的是社交媒體顯示出許多優點，並可協助人們實現進一步的溝通活動。 然而，社交媒體確實對人類行為也有負面的影響。 本研究旨在探索社交媒體行為，並找出影響社交媒體行為的因素。 本研究旨在達成兩個重要目標：（1）對社交媒體使用有影響的重要因素是什麼？ （2）這些確定因素在決策過程中如何影響社交媒體的使用？ 在既有研究的基礎上，對社交媒體行為有三個主要影響因素包括社交認知，隱私問題和文化差異。 因此，本研究提出了概念模型，來調查關於所有因素社交媒體行為的影響。此外，本研究期望透過因素彼此之間的關係，來探索直接和間接的影響。 本研究使用問卷收集泰國與台灣千禧世代的樣本。數據收集後，本研究提供了綜合分析來檢驗概念模型中的所有關係。最後結果顯示，全部的因素對不同的社交媒體行為都有直接影響。 首先，社會認知因素直接影響用戶的動機。 其次，隱私因素對決策過程有影響。 最後，使用社交媒體直接受到文化因素的影響。

The rising of internet and communication technology (ICT) has changed the way people communicate with each other. Social media platform is one of the communication technologies that use the advantage of Internet to connect people. In term of connectivity, it is undeniable that social media has shown many benefits and help people to achieve the next level of communication activities. However, it is true that social media also has negative effect on human behavior. This study aims to explore the social media behavior and identify factors that involved in social media behavior. Human behavior was shaped by many environmental factors that involved in individual context. This research aims to achieve two research objectives: (1) what are the important factors that influence social media usage? And (2) how does these identified factors influence social media usage in term of decision making process?
Based on existing research, there are three main influential factors that potentially impact on social media behavior including social cognitive, privacy issue and cultural factor. Thus, this research proposes the conceptual model to investigate the impact of all influential factors on social media behavior. In addition, this research also aims to explore direct and indirect effects through relationships among each other.
In order to examine the model, the questionnaire has been developed to collect the data which is mostly millennials from Thailand and Taiwan. As the results, this research conclude that all influential factors have a direct effect on social media behavior in different perspective. The social cognitive factor directly impacts on user motivation. The privacy factor generates an effect on decision-making process. Finally, the social media usage was directly influenced by cultural factor.

Table of Contents
Chapter 1 Introduction	１
1.1 Background	１
1.1.1 The emergence of Internet and the growth of Internet population.	1
1.1.2 The rise of social media and its importance	2
1.1.3 The importance of social media behavior	3
1.1.4 Facebook and Line as a represent of social communication channel in 　　　　　　
　　　　Asian	5
1.2 Problem statements	8
1.2.1 People trend to use more than one social media	8
1.2.2 Lack of a combining conceptual model	9
1.3 Research questions	9
1.4 Purposes of the study	10
Chapter 2 Literature Review	12
2.1 Social cognitive theory	12
2.2 Privacy	15
2.2.1 The definition of privacy	15
2.3 The impacts of cultural factor	19
2.3.1 The definition of culture	19
Chapter 3 Research Method	23
3.1 The conceptual model	23
3.2 The social cognition factor	25
3.3 The influential of privacy factor.	28
3.4 The impacts of cultural factor	29
Chapter 4 Analysis	34
4.1 Questionnaire	34
4.2 Data collection	34
4.3 Demographic	35
4.4 Social media usage	37
4.5 Social cognitive analysis	44
4.6 Privacy Issue	47
4.7 Culture Analysis	51
Chapter 5 Conclusion	56
5.1 Cross Analysis	56
5.2 Conclusion	59
5.3 Contribution and Managerial Implications	60
5.3.1 Examining the relationship between potential factors and social media behavior of people.	60
5.3.2 Understanding the social media behavior and adapt it to strategic planning for firms internal and external communication.	60
5.4 Research Limitation and Suggestions for Future Research	61
References	62
Appendix 1 Questionnaire	68

List of Figures
Figure 1.1 The growth of Internet population since 1993 ................................ ................... 1
Figure 1.2 Penetration of leading social networks in Thailand as of 3rd quarter 2017 ........... 5
Figure 1.3 Penetration of leading social networks in Taiwan as of 3rd quarter 2017 .............. 6
Figure 1.4 Penetration of leading social networks in UK as of 3rd and 4th quarter 2017 ....... 7
Figure 1.5 Shows the substantial reciprocity across major social media platforms in US during 2018…………………………………………… ................................ ......... 8
Figure 2.1 Conceptual Model of Personal Information Privacy ................................ ............ 16
Figure 2.2 The Hofestede's six cultural dimension………… ................................ ................ 20
Figure 3.1 The direct relationship between potential factors and social media behavior ...... 24
Figure 3.2 the conceptual model of social media usage and its influential factors ............... 25
Figure 3.3 the relation between social cognitive factor (gender) and social media behavior 27
Figure 3.4 the relation between privacy concern and social media behavior ........................ 29
Figure 3.5 the culture dimensions analysis between Thailand, Taiwan and United States .... 31
Figure 3.6 the relation between cultural factor (location) and social media behavior ........... 33
Figure 4.1 Age of respondents based on gender………........ ................................ ................ 36
Figure 4.2 Education level of respondents based on nationality ................................ ........... 36
Figure 4.3 Occupation of respondents………………………………………. ...................... 37
Figure 4.4 International experiences of respondents…………….......... ............................... 37
Figure 4.5 Number of respondents that use each of social media ................................ ......... 38
Figure 4.6 Popularity of social media……………………………………. ........................... 39
Figure 4.7 Main purpose of using Facebook……………………….. ................................ ... 39
Figure 4.8 Main purpose of using Line……………………………… ................................ .. 40
Figure 4.9 Main purpose of using Twitter……………………………................................. . 40
Figure 4.10 Main purpose of using Instagram………………………… ............................... 41
Figure 4.11 Main purpose of using other applications………………….. ............................. 41
Figure 4.12 Application that people usually use when meet with new friend in same gender…………………………………………………………… ...................... 42
Figure 4.13 Application that people usually use when meet with new friend in different gender………………………………………………….. ................................ .... 42
Figure 4.14 Application that people often use in one day…………................................. ..... 43
Figure 4.15 Application that people mostly use to communicate with other……................. 43
Figure 4.16 A number of people willing to download new application to use with their friends………………………………………………………………. ................ 44
Figure 4.17 Effect of gender in social cognition………………… ................................ ........ 44
Figure 4.18 Different of people decision making to download new application based on gender……………………………………………………………. ..................... 45
Figure 4.19 Privacy concern of people based on gender……….. ................................ ......... 46
Figure 4.20 Cultural dimension based on gender………………… ................................ ...... 47
Figure 4.21 Awareness of privacy concern……………………….. ................................ ...... 47
Figure 4.22 Privacy concern of people……………………………. ................................ ..... 48
Figure 4.23 Privacy concern of people based on application… ................................ ............ 48
Figure 4.24 Application that people will use when meet with new friend in same gender based on privacy…………………………………….. ................................ ....... 49
Figure 4.25 Application that people will use when meet with new friend in opposite gender based on privacy……………………………………… ................................ ..... 49
Figure 4.26 Degree of people willing to download new application to use with their friend based on privacy……………………………………….. ................................ .. 50
Figure 4.27 The different in social cognition based on privacy concern ............................... 50
Figure 4.28 Cultural dimensions based on privacy concern ................................ ................. 51
Figure 4.29 Cultural dimensions based on nationality……….. ................................ ............. 52
Figure 4.30 Application that people will use when meet with new friend in same gender based on nationality………………………………. ................................ .......... 53
Figure 4.31 Application that people will use when meet with new friend in different gender based on nationality……………………………... ................................ ............ 53
Figure 4.32 Degree of people willing to download new application to use with their friend based on nationality…………………………………….. ................................ . 54
Figure 4.33 The different in social cognition based on nationality ................................ ....... 54
Figure 4.34 Privacy concern of people based on nationality ................................ ................. 55
Figure 4.35 Awareness of privacy concern of people based on nationality ........................... 55

List of tables
Table 2.1 literature reviews of social cognitive factors……………………… ....................... 14
Table 2.2 literature reviews of privacy factor…………………………….. ............................ 18
Table 2.3 literature reviews of cultural factors……………………………. ........................... 22
Table 5.1 Relationship analysis and key finding……………………….. ............................... 58

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