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Who are the heavy users of Social Network Sites among College Students? A Study of Social Network Sites and College Students
Unformatted Document Text:    8   Among  various  studies  with  different  typologies  of  SNS  motivations,  sociability  gratification  is  an  important  and  comprehensive  gratification  based  on  previous  studies.  We  define  it  as  gratifications  related  to  friendship  development  and  maintenance,  communication efficiency, and connection in this study.     Ray  (2007)  argues  that  e  SNS  fulfill  entertainment,  information  exchange,  surveillance, diversion and social utility functions simultaneously. Motivations reported by  respondents included information, entertainment, surveillance, diversion, and social utility.  Social  utility  can  be  taken  as  a  dimension  of  sociability  gratification.  Using  a  grounded  theory  approach  and  through  focus  groups,  Urista,  Dong  and  Day  (2009)  concluded  individualsfulfill  their  five  needs  and  wants:  efficient  communication,  convenient  communication,  curiosity  about  others,  popularity,  and  relationship  formation  and  reinforcement, which altogether can be taken as relevant to sociability gratification.  Hall  (2009)  also  identified  five  motives  similar  to  that  study  for  using  SNS  :  time‐passing  entertainment,  information,  relationship  development,  relationship  maintenance,  and  trend following. Relationship development and maintenance as well as trend following can  be taken as sociability gratification. Out of the three dimensions of uses and gratifications  for users of friend networking sites summarized by Bonds‐Raacke and Raacke (2010), the  friendship  dimension  and  the  connection  dimension,  can  be  counted  as  sociability  gratification. Therefore, by combining them into one sociability gratification, the typology  of SNS gratifications can be simplified.     Among many SNS gratifications, sociability gratification is probably the most important one. The fundamental component of each SNS is the friend list, and SNS tend to emphasize communication and connection among peer group members (Ancu & Cozma, 2009; Barker,

Authors: Fang, Ling. and Ha, Louisa.
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8
 
Among  various  studies  with  different  typologies  of  SNS  motivations,  sociability 
gratification  is  an  important  and  comprehensive  gratification  based  on  previous  studies. 
We  define  it  as  gratifications  related  to  friendship  development  and  maintenance, 
communication efficiency, and connection in this study.  
 
Ray  (2007)  argues  that  e  SNS  fulfill  entertainment,  information  exchange, 
surveillance, diversion and social utility functions simultaneously. Motivations reported by 
respondents included information, entertainment, surveillance, diversion, and social utility. 
Social  utility  can  be  taken  as  a  dimension  of  sociability  gratification.  Using  a  grounded 
theory  approach  and  through  focus  groups,  Urista,  Dong  and  Day  (2009)  concluded 
individualsfulfill  their  five  needs  and  wants:  efficient  communication,  convenient 
communication,  curiosity  about  others,  popularity,  and  relationship  formation  and 
reinforcement, which altogether can be taken as relevant to sociability gratification.  Hall 
(2009)  also  identified  five  motives  similar  to  that  study  for  using  SNS  :  time‐passing 
entertainment,  information,  relationship  development,  relationship  maintenance,  and 
trend following. Relationship development and maintenance as well as trend following can 
be taken as sociability gratification. Out of the three dimensions of uses and gratifications 
for users of friend networking sites summarized by Bonds‐Raacke and Raacke (2010), the 
friendship  dimension  and  the  connection  dimension,  can  be  counted  as  sociability 
gratification. Therefore, by combining them into one sociability gratification, the typology 
of SNS gratifications can be simplified.  
 
Among many SNS gratifications, sociability gratification is probably the most important 
one. The fundamental component of each SNS is the friend list, and SNS tend to emphasize 
communication and connection among peer group members (Ancu & Cozma, 2009; Barker, 


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