Abstract

This study proposes and tests a research model which was developed based on the uses-and-gratifications theory. The aim of this study was to investigate if selected factors have differential predicting power on the use of Facebook and Google service in Taiwan. This study employed seven constructs: purposive value, hedonic value, social identity, social support, interpersonal relationship, personality traits, and intimacy as the factors predicting Facebook and Google usage. An electronic survey technique was used to collect data from Internet. The results showed that hedonic value and social identity constructs can significantly predict Facebook usage and purposive value has significant predicting power on Google usage. The construct intimacy is the most significant factor for both Google and Facebook usages. Our findings make suggestions for social network sites (SNSs) providers that to differentiate their SNSs quality from others’, both functional aspects and emotional factors need to be taken into consideration.

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