Memahami Motivasi Pengguna untuk Terus Menggunakan Halaman Jaringan Sosial (Understanding Users’ Motivation to Continue Using Social Networking Sites (SNS))

Abstract

AbstrakKajian ini bertujuan untuk memahami dengan mendalam tentang pengalaman pengguna yang menggunakan jaringan jalinan sosial (SNS) untuk berkomunikasi. Temuramah secara mendalam telah dijalankan bersama 24 orang pengguna SNS yang merangkumi perbezaan maksima dari segi umur, jantina dan purata tempoh penggunaan SNS. Keputusan kajian menunjukkan bahawa pengguna SNS lebih cenderung untuk meneruskan penggunaan SNS walau pun mereka berupaya untuk mencapai komunikasi tradisional secara bersemuka (FtF) sebagai perantara untuk berinteraksi. Ada beberapa faktor seperti kesekataan, kurang persempadanan dan penjimatan masa yang memberi motivasi kepada pengguna SNS untuk terus menggunakan SNS sebagai perantara komunikasi. Dalam kajian ini, kehadiran sosial dapat digambarkan melalui berbagai aktiviti yang dijalankan oleh pengguna. Begitu juga dengan tanggapan keseronokan yang digambarkan melalui ciri-ciri seperti memberi dan bertukar maklumbalas ke atas catatan rakan dan menghantar mesej kepada rakan dan kenalan. Kata kunci: Komunikasi, bersemuka, temuramah mendalam, tanggapan keseronokan, jaringan jalinan sosial, kehadiran sosial UNDERSTANDING USERS' MOTIVATION TO CONTINUE USING SOCIAL NETWORKING SITES (SNS) AbstractThis study aimed to provide a deep understanding of users' experiences while using SNS for communication. In-depth interviews were conducted with 24 participants who were SNS users that covered the maximum variation in terms of age, gender and average duration of SNS usage. The results suggest that SNS users are likely to continue using SNS even though they can access the traditional FtF communication as a medium of interaction. There are a few factors such as ease, lack of boundaries and time savings that motivate SNS users to continue using them, such as medium of communication. In this study, social presence is reflected by the various activities conducted by the users. Similarly, perceived enjoyment is reflected by the features of providing and exchanging feedback on friends' postings and sending messages to their friends and contacts. Keywords: Communication, face-to-face, in-depth interviews, perceived enjoyment, social networking sites, social presenceJurnal Komunikasi Malaysian Journal of Communication Jilid 32 (2) 2016: 590-605 ___________________________________________________________________________ 591 INTRODUCTIONThe development of Web 2.0 applications has faciltiated a variety of methods to communicate among people. Web-based interaction is the most conceptualized interaction, because people feel the web is very interactive due to the nature of its accessibility and ease of navigation. There are 2.4 billion Internet users, with the number of users reflecting an 8% growth rate in developing countries (Index Mundi, 2012). Virtual communication now is conceptualized by online social networking. Facebook has succeeded in establishing itself as the most popular social networking site (SNS) in the world, with around 550 million monthly users, followed by Twitter (95,8 million) and MySpace (80,5 mill...