3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Risks and motivation in the use of social network sites: an empirical study of university students(2016) Nkwe, NugiSocial Network Sites (SNS) such as Facebook, Instagram, Twitter, Piniterest and Google+ have made it easy for youth to communicate, produce and share information. Using SNS has become a daily activity for many youth and young adults around the world, including South Africa. The use of SNS by youth may be motivated by needs for safety, belonging, self-esteem and self-actualization, and others such as enjoyment. Yet, the use of SNS by youth may also carry a number of risks. They include risks to violations of privacy, social and psychological risks that may harm the user’s self-image, as well as time and financial risks resulting from excessive SNS usage. The purpose of this study is to understand the tension between risks and motivation in the use of SNS by university students. To do so, this study developed an extended Technology Acceptance Model (TAM). Multi-dimensional risk and motivation constructs were examined for their interactions with TAM constructs of perceived ease of use and perceive usefulness and their effects on SNS usage intentions and actual usage were examined. To test the model, a non-probability convenience sampling method was adopted using students from the University of the Witwatersrand, Johannesburg. Five hundred and fifteen students participated in the study. The ages ranged between 18 and 34 years, 26% males and 74% females took part in the study, and included students from 1st year through to 4th year undergraduate or Honours level. Facebook was found to be the most used SNS. Approximately 80% of respondents reported accessing SNS on their mobile phones and 66% reported being always connected. More than 25% of respondents were actively using SNS for more than 3 hours a day, with 35% using less than one hour per day. Interestingly, only 35% reported having public profiles although 10% did not know whether their profiles were public or private, and nearly 40% of respondents knew less than half the “friends” they were connected to on SNS Partial least squares approach to structured equation modelling was used to test the hypothesised research model. Results showed that motivation influences perceived usefulness (β=0.239, p<0.001) and perceived ease of use (β=0.319, p<0.001) positively. The results suggest that when motivations such as enjoyment and need to belong are high, SNS will be perceived as useful and easy to use. Risk was found to have a negative influence on perceived usefulness (β=-0.0764, p<0.05) and perceived ease of use (β=-0.3265, p<0.001). The results show that when risks are considered high, users are likely to increase their vigilance and consequently will report SNS as less easy to use. Moreover, as a result of risk users may find the SNS less useful. Perceived usefulness (β=0.295, p<0.001) influences intention to use SNS positively. This suggests that when SNS is useful to users, they will have intentions to use it. Intention to use SNS is also influenced by perceived ease of use (β=0.0396, p<0.01). An easy to use SNS will make users want to use it, as opposed to one considered more complex and requiring more effort. Motivation (β=0.281, p<0.001) was found to have more of an effect than risk (β=-0.071, p<0.05) on intentions to use. Respondents thus appear to recognize some risks associated with SNS use, but they appear to be driven more by motivations and less by risk avoidance when deciding on SNS usage. The study will have implications for researchers, SNS providers and users. The results of the study have implications for how researchers conceptualize risk and motivation. The study shows how different dimensions of risk and dimensions of motivation affect the overall risk and overall motivation construct respectively. Currently SNS providers may not have deep understanding of the risks which hinder the use of SNS and motivations which drive the use of SNS. Providers will be better informed to design SNS that are less risky and where possible mitigate the risks. Results also show that SNS providers should not only mitigate risks but also provide online social networks that better fulfil motivational needs of youth. Users will be aware of different risks they are exposing themselves to by using SNS. Since users will be aware of the different types of risks, they can be vigilante when using SNS.Item The relationship between passion for the cause and sense of virtual community in a Facebook-based cause-related virtual community(2016) Conradie, BruceOur understanding of the psychological construct of sense of community has been developing steadily, particularly since the publication of the seminal work by McMillan and Chavis (1986). Pertinent to this study, the sense of community construct has been applied to the virtual world, leading to the concept of sense of virtual community (SoVC), that is, a sense of community felt by members of a virtual community. This study synthesises the findings of the extant literature to build a multi-dimensional model of sense of community. Moving to a specific context, this study examines SoVC among members of cause-related virtual communities. Examples of such communities can be found in the Facebook communities that have developed around the various branches of the Red Cross and of World Vision. Among members of such communities, some level of support for the mediating cause organisation can be presumed to exist. This is referred to in this dissertation as Passion for the Cause (PFC). Empirical and theoretical work on the interaction between SoVC and PFC is lacking. This study investigates the extent to which SoVC and PFC are associated and seeks to bring clarity to the nature of the association. The research instrument was an online self-completion survey. The Facebook pages of South African cause organisations were used to invite community members to complete the survey. Respondents were participants in the Facebook-based communities of South African cause organisations (n = 67). The research instrument included a scale for SoVC (12 items) and a scale for PFC (6 items). An exploratory factor analysis was done to identify the latent factors of SoVC in this context. Adequate support was found for the conceptualisation of three factors of SoVC, namely, General Benefit, Friendship, and Helping. This was followed by a series of multiple regression analyses aimed at testing the relationships between PFC and SoVC and its factors. SoVC and PFC were found to be highly correlated. Furthermore, PFC was found to significantly predict SoVC. It was also found to predict the SoVC factor conceptualised as General Benefit. Finally, SoVC was found to predict PFC. Notably, PFC was found to be less able to predict SoVC than was SoVC able to predict PFC. Implications for the moderators of cause-related virtual communities are discussed.Item An investigation of the attitudes of a group of lecturers at the University of the Witwatersrand towards the academic use of Facebook and the integration of other information and communications technologies.(2014-01-06) Cannell, KathyAs technology has become a part of our everyday lives, including our educational institutions, it will definitely have an impact on the teaching and learning. The premise is that the use of ICTs has the ability to transform teaching and learning effectively if it is implemented constructively. The research is to ascertain whether Facebook is used for academic purposes as well as the integration of other Information and Communications Technologies. The study was conducted with a group of lecturers at the University of the Witwatersrand. Data was collected by conducting semi-structured interviews. The interviews were audio-recorded and transcribed at a later stage. Common themes were identified. Positivity about the implementation of ICTs as well as institutional support is imperative for lecturers to continue their commitment to the process.