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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     22    the most Internet experience are Enthusiasts in prosumption is no surprise. Younger people are typically more willing to take risk or unaware of the consequences involved in producing content to the public. They are also more rebellious toward the status quo and want to have a voice for themselves and use the social media as a platform to express their views. College students, living outside their home and far from their high school friends, and in need of peer acceptance and friendship, can easily see social media as a good way to connect with old friends and new friends. Older people will be more cautious and more concern about the risk of sharing information and posting content. Internet experience, product device ownership and content resource as significant predictors of prosumption also confirm the traditional audience theory of the skilled audience who has the interest and resource to produce. Until Internet becomes ubiquitous and there is little gap in Internet skills, Internet experience will be an important factor that affect the audience’s contribution to the Internet, or social media sites more specifically. The large number of Bystanders especially among the combined sample shows that, not everyone embraces social media. Those who use it once in a while may be acted in response to a friend’s invitation, but they themselves either are too busy or not interested in joining the discussion or sharing information. As most of them are older in age with little Internet experience, it will be interesting to see when this cohort is replaced by younger cohort who will age and the number of Bystanders may decrease over time. It is also notable that even among students, still 30.5% can be classified as Bystanders who have low social media consumption and content production. The differences between resident and student sample in distribution of prosumer types showed that students in general were more likely to be active producers and consumers of social media than general population.

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
22 
 
the most Internet experience are Enthusiasts in prosumption is no surprise.  Younger people are 
typically more willing to take risk or unaware of the consequences involved in producing content 
to the public. They are also more rebellious toward the status quo and want to have a voice for 
themselves and use the social media as a platform to express their views. College students, living 
outside their home and far from their high school friends, and in need of peer acceptance and 
friendship, can easily see social media as a good way to connect with old friends and new 
friends. Older people will be more cautious and more concern about the risk of sharing 
information and posting content. Internet experience, product device ownership and content 
resource as significant predictors of prosumption also confirm the traditional audience theory of 
the skilled audience who has the interest and resource to produce. Until Internet becomes 
ubiquitous and there is little gap in Internet skills, Internet experience will be an important factor 
that affect the audience’s contribution to the Internet, or social media sites more specifically. 
The large number of Bystanders especially among the combined sample shows that, not 
everyone embraces social media. Those who use it once in a while may be acted in response to a 
friend’s invitation, but they themselves either are too busy or not interested in joining the 
discussion or sharing information. As most of them are older in age with little Internet 
experience, it will be interesting to see when this cohort is replaced by younger cohort who will 
age and the number of Bystanders may decrease over time. It is also notable that even among 
students, still 30.5% can be classified as Bystanders who have low social media consumption and 
content production. The differences between resident and student sample in distribution of 
prosumer types showed that students in general were more likely to be active producers and 
consumers of social media than general population. 


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