Factors influencing teenagers behavior on posting and sharing messages via Facebook

Abstract

This paper proposes a hypothetical model of factors influencing the behavior of teenagers posting or sharing messages on Facebook. Personality (based on the Big five model), Social influence and perceived ability to control user interfaces and devices for posting are presumed as primary factors in the study. The statistical ANCOVA analysis was conducted to evaluate the model based on a questionnaire responded by 180 teenagers aged between 13 and 15 living in Thailand. Key experimental results are that the trait of extraversion and perceived control over the device and Facebook functions are vital influences and disconfirmation of the expected results of posting can aggravate the posting direction.