Exploring Drifting Behavior on Social Media: A Case Study of Facebook and LINE

10.6627/CIEBM.2015.10.09

張瑋倫(Wei-Lun Chang)；李丞斌(Cheng-Bin Li)

Social Media ； User Behavior ； Social Network Analysis

提升競爭力與經營管理學術研討會

10屆（2015 / 05 / 01）

147 - 160

英文

Facebook and LINE are the two popular social media in Taiwan. This research aims to understand user behavior and strong/weak ties in the social network as well as if users have been drifted on two social media. We used social network analysis (UCINET) to analyze the features of users and the motivation of drifting on two platforms. Three indicators were also used: degree centrality, betweenness centrality, and closeness centrality. The findings revealed users who had highest value of centralities did not drift from Facebook to LINE. Additionally, users have less usage on Facebook may prefer LINE more. Although many users (especially young people) use LINE very often in Taiwan, the results showed no obvious evidence to drift from Facebook to LINE. The frequency to use two social media is similar according to the outcomes of three centralities.