Conference Proceedings

Abstract

This study intended to analyze experimentally about the difference in Facebook use behavior depending on degree of interest in impression management whose users have various personality traits. According to preceding research, independent variables (user's personality traits) include public self-consciousness, self-presentation, and definition of the situation. In case of dependent variables (Facebook use behavior), information projection behavior is included. Also, impression management was concerned as moderating variable. The survey was conducted targeting 235 Facebook users. Data was analyzed through Smart PLS 2.0 M3 program. In the results of the survey, self-presentation and definition of the situation positively affected information projection behavior, and impression management represented more than medium mediating effect to most of the accepted hypotheses. Therefore, this study founded that Facebook users considered timeline at Facebook as "personal space", and made an effort to be shown favorably to others. Furthermore, this study verified that users mainly do passive self-presenting to adjust themselves to socially admittable standards, and impression management explained significantly about all of the Facebook use behaviors. The result of this research shows that impression management is an important motive for the Facebook use, and users do various kinds of behaviors about information projection and suppression. This result could provide some insights to Facebook hands-on workers for developing optimal settings in where users could make impression management effectively, and to advertisers for developing marketing strategies in order to satisfy users' desires.