Social media is a kind of online platform which used by people to share contents and contact each other via virtual communities and networks. With the development of information technology, it becomes neoteric and multifunctional. In order to examine what factors affecting individuals' usage intentions for the various functions of social media, we proposed a model based on the uses and gratifications theory, this theory indicates there are three types of motivations, named as social motivation, utilitarian motivation and hedonic motivation, then six factors derived from the three motivations are presented. We collected 404 samples from the QQ users from 77 cities in China, with statistical analysis, the result shows that four of them can significantly affect individuals' usage intentions of QQ' various functions beyond as an instant messenger. This study extends current understanding about the usage motivations of social media and it can be a reference for future research in this field.
Wang, Shui; Luo, Chuan; and Jiang, Peishan, "Empirical Study About the Motivations for Using Multifunctional Social Media: Based upon the Uses and Gratifications Theory" (2018). ICEB 2018 Proceedings. 77.