Motives influencing the use of social media behaviours among baby boomer generation in Songkhla province

Abstract

The main purpose of this study is to explore the behaviours of baby boomers generation of social media and the motivations behind these behaviours. Many of the researches done on consumer online behaviour have focused on the motivation to use or not to use with very few focusing the interaction between motivation and behaviour of social media users. This study therefore examined the motives influencing the behaviours of the use of social media of generation Baby Boomers. The social media behaviours were categorized based on previous study into consuming, participating and producing behaviour while the motivations were categorized into information, entertainment and social connection motives. Quantitative research method was used by administering questionnaire to 411 Baby Boomers in Songkhla province of Thailand. The data was analysed with descriptive statistics and multiple regression analysis. The result from this study showed that the most common motivation for using social media by Baby Boomers is the entertainment motive and the most common social media behaviour is the consuming behaviour. The multiple regression analysis results showed that consuming behaviour on social media by Baby Boomers is influenced by entertainment and social connection motives. Participation behaviour on social media by Baby Boomers is influenced by social connection motive. The production behaviour on social media by Baby Boomers is influenced information, entertainment and social connection motives.