Sensation seeking, narcissism, social comparison and online social networking usage behavior of undergraduate students at Kasetsart University

Abstract

The research was to study sensation seeking, narcissism, social comparison and online social networking usage behavior of undergraduate students at Kasetsart University, Thailand. The objectives of this research were 1) to study the level of sensation seeking, narcissism, social comparison and online social networking usage behavior of students, 2) to study the relationship between sensation seeking and online social networking usage behavior of students, 3) to study the relationship between narcissism and online social networking usage behavior of students, and 4) to study the relationship between social comparison and online social networking usage behavior of students. The samples of this study were 1,192 undergraduate students of Kasetsart University. Data was collected by questionnaires. The statistical data analysis was consisted of percentage, mean, standard deviation Cronbach’s alpha reliability coefficient and Pearson product-moment correlation coefficient.

The results indicated that undergraduate students at Kasetsart University had medium level of sensation seeking and social comparison, low level of narcissism and online social networking active usage behavior, and high level of online social networking passive usage behavior. Sensation seeking, narcissism and social comparison were positively related to online social networking active usage behavior. Narcissism and social comparison were negatively related to online social networking passive usage behavior, while sensation seeking was unrelated to online social networking passive usage behavior.