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A Qualitative Analysis of How and Why People Use Social Network Sites: A Cross-Cultural Comparison of Korea and the U.S.
Unformatted Document Text:  13 The heart of the model, shown in the middle of the figure, shows the relationship between motivations and strategies for using Facebook. Depending on cultural backgrounds, individuals reveal two different types of motivations and strategies, the one associated with independent self- construal and the other associated with interdependent self-construal. And, the motivation and strategy in each domain mutually influence each other. This process results in groupings of participants that combine the dimensions of motivation and usage strategy in both domains, resulting in five types of groups of Facebook users. For each type of user, the perceived meaning of Facebook was different. The Korean participants, who have an interdependent view of the self, tend to be involved in the first two groups, and the American participants, who have an independent view of the self, tend to be involved in the last two groups. The third group was for both Koreans and Americans. The five types of groups are described below:  “Addicted” For this person, doing Facebook is habitual or ritual behavior. He has to be on Facebook anytime and anywhere he can access Internet. He checks Facebook almost every an hour or two using a Smartphone or a laptop to see if there are any new posts or any messages have arrived. He may feel anxious if he cannot access Facebook for a certain period of time. Facebook plays very important roles in his life; it manages his social relationships, it helps him obtain social or emotional support, it makes him feel he is on the cutting edge of global trends, and it aids him in escaping from boredom.  “Part of My Life” This person also logs into Facebook every day, but only once or twice. He thinks he would not be able to manage his relationships with close friends who are not in Austin without Facebook. He enjoys feeling connected to his friends and sometimes asks for their advice or emotional support when he feels depressed. Facebook also helps him relax by giving

Authors: Yoo, Jinnie.
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background image
The heart of the model, shown in the middle of the figure, shows the relationship between 
motivations and strategies for using Facebook. Depending on cultural backgrounds, individuals 
reveal two different types of motivations and strategies, the one associated with independent self-
construal and the other associated with interdependent self-construal. And, the motivation and 
strategy in each domain mutually influence each other. This process results in groupings of 
participants that combine the dimensions of motivation and usage strategy in both domains, 
resulting in five types of groups of Facebook users. For each type of user, the perceived meaning 
of Facebook was different. The Korean participants, who have an interdependent view of the 
self, tend to be involved in the first two groups, and the American participants, who have an 
independent view of the self, tend to be involved in the last two groups. The third group was for 
both Koreans and Americans. The five types of groups are described below: 
For this person, doing Facebook is habitual or ritual behavior. He has to be on Facebook 
anytime and anywhere he can access Internet. He checks Facebook almost every an hour or 
two using a Smartphone or a laptop to see if there are any new posts or any messages have 
arrived. He may feel anxious if he cannot access Facebook for a certain period of time. 
Facebook plays very important roles in his life; it manages his social relationships, it helps 
him obtain social or emotional support, it makes him feel he is on the cutting edge of 
global trends, and it aids him in escaping from boredom.  
“Part of My Life” 
This person also logs into Facebook every day, but only once or twice. He thinks he would 
not be able to manage his relationships with close friends who are not in Austin without 
Facebook. He enjoys feeling connected to his friends and sometimes asks for their advice 
or emotional support when he feels depressed. Facebook also helps him relax by giving 

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