ソーシャルメディアの利用に及ぼす自己と周囲の文化的価値観の影響

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  • ソーシャル メディア ノ リヨウ ニ オヨボス ジコ ト シュウイ ノ ブンカテキ カチカン ノ エイキョウ
  • Individualism-Collectivism and social media usage:The influence of cultural values as personal beliefs and perceived consensus

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Social media is becoming an important tool for social interaction among the Japanese. Although services such as mixi, Twitter, and Facebook, have gained much popularity in Japan, little is known about the individual differences in how much people use each of the services, the way they use them, and their level of satisfaction. This study examined how university students used mixi and Twitter, the most popular services among them in 2011, and how cultural values of individualism and collectivism influenced their social media usage and satisfaction. More specifically, the study examined the impacts of personal cultural values (i.e., how much students valued individualism and collectivism) and perceived cultural values among others (i.e., how much students perceived that others valued individualism and collectivism). The results revealed that a) the more students valued collectivism the more they were satisfied with mixi use, and this tendency was especially strong the more they perceived that others also valued collectivism and b) the more students valued individualism the more frequently they used Twitter, and this was especially true the more they perceived that others also valued individualism.\r

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