Factor analysis of social networking services behaviour and some characteristics of SNS users  [presentation, ppt, 1308 kB]

Popov B., Bodroža B.
First author's affiliation: Faculty of Philosophy, Novi Sad, Serbia

Internet social networking services (SNS) represent virtual space for communication and development of social relations (like Facebook, MySpace, etc.). To our knowledge few researches focused on such services so far, whereas internet chat services received more scientific attention. The research explores latent structure of behaviour on web-based SNS. In order to operationalize this form of behaviour, the preliminary version of SNB (Social Networking Behaviour, Popov & Bodroza, 2008) scale has been established. The scale consists of 73 items focused on the quality of computer mediated communication, identity and excessive use of these services. The sample includes 105 subjects. The factor analysis with Promax rotation revealed five interpretable factors, which account for 41.4% of variance. The first factor is interpreted as “SNS addiction” and it describes the excessive use of these services and their use as self confidence booster. The second factor is called “SNS socializing” and it describes the use of SNS to enhance social life, transferring the virtual friendships into real life. The third factor is named “SNS profile as social self” and it refers to the expression of own identity through SNS. The next factor refers to the “negative attitude towards SNS communication” and SNS in general. The fifth factor is called the “flirty communication” and it includes the instrumental use of communication in order to gain sexual stimulation. All these factors have weak to moderate correlation, with the exception of the “negative attitude towards SNS communication” where no correlation with other factors has been found. The second part of the research highlights the differences in behaviour of users of various SNS, predominantly MySpace and Facebook, these two being most commonly used. Furthermore, the differences among users have been analysed from the point of the time consumed by SNS, length of user status and various preferences in SNS communication.