In the present study, we investigated individual differences in the motivation for Facebook use. In total N = 736 participants from Europe and Asia took part in the study. They filled in the Facebook questionnaire (FQ), including the two factors Attitude toward Facebook and Online Sociability, and the Unified Motive Scale (UMS-3), measuring the motives Achievement, Affiliation, Intimacy, Power, and Fear. The results showed that the Attitude toward Facebook was more positive in the subsample from Asia, but no differences could be found between the Asian and European sample with respect to the frequency of use of different activities on Facebook. The motives Fear, Power, Affiliation, and Intimacy significantly predicted the FQ factor Attitudes. Furthermore, the Attitude toward Facebook mediated the associations between the motives Power/Affiliation and Online Sociability. However, these results were only found for the European sample. The associations found suggest the important role of different motives such as Power/Affiliation for the study of Facebook use. The present work shows the possibility of motivational factors for Facebook use to differ depending on the culture. The study adds to the literature by investigating a classic motivation theory in the context of Facebook use.

中文翻译：

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使用Facebook的动机–是联系他人还是控制他人？

在本研究中，我们调查了使用Facebook动机的个体差异。来自欧洲和亚洲的总计N = 736的参与者参加了该研究。他们填写了Facebook调查表（FQ），包括对Facebook态度和在线社交能力的两个因素，以及统一动机量表（UMS-3），用于衡量成就，加入，亲密，力量和恐惧的动机。结果表明，在来自亚洲的子样本中，对Facebook的态度更为积极，但就使用Facebook上不同活动的频率而言，亚洲和欧洲样本之间没有发现差异。恐惧，力量，隶属关系和亲密关系的动机显着预测了FQ因素的态度。此外，对Facebook的态度介导了动力/联盟与在线社交能力之间的联系。但是，这些结果仅在欧洲样本中发现。发现的协会表明，不同动机（例如权力/隶属关系）对Facebook使用的研究具有重要作用。目前的工作表明，使用Facebook的动机因素可能会因文化而异。这项研究通过调查使用Facebook的背景下的经典动机理论，为文学增色不少。目前的工作表明，使用Facebook的动机因素可能会因文化而异。这项研究通过调查使用Facebook的背景下的经典动机理论，为文学增色不少。目前的工作表明，使用Facebook的动机因素可能会因文化而异。这项研究通过调查使用Facebook的背景下的经典动机理论，为文学增色不少。