An Analysis of Self-Construals, Motivations, Facebook Use, and User Satisfaction

Rare studies have focused on how and why people use social networking sites (SNSs) utilizing individual-level variables such as self-construals and social/nonsocial motivations. This study proposes that the self-construal construct provides a good instrument for measuring the relationship between people's understanding of self as a predictor of social computing (Facebook use) and satisfaction. A survey was conducted with students from a large western U.S. university. Results indicate that interdependent self-construal is associated with social-motivations to use SNS, and such motivations lead to satisfaction with SNS use. In contrast, independent self-construal failed to predict SNS use. This finding supports the need to examine the influence of “cultural self” and “social motivations” when interpreting social media use behavior. Suggestions for future research are addressed.