Behavioral Intention of Using Social Networking Site: A Comparative Study of Taiwanese and Thai Facebook Users

Facebook in Subjected Territories

Facebook, meanwhile, intends to be a world player in social networking by committing to the internationalization, and it is fast becoming one of the leading social networks in Asian region. Facebook are increasing its users in Taiwan and Thailand, and being ranked as the top social network site in these two territories. Specifically, Taiwan is mainly influenced by Chinese and Japanese culture and it is a developed economy leading in technology use. According to Dong, Cheng, and Wu (2014), Taiwan has 55.1 percent of the population using related Facebook services. More importantly, Facebook is a foundation for many key industries in Taiwan such as e-commerce, telecommunications, tourism and finance. Thailand is witnessing an increase in social networking site adoption and the growth of social business models. For example, the Thai population uses Facebook for various purposes such as friendship, sharing, and advertising and selling (Waiyahong, 2014). Thus, Facebook is considered as a key social marketing in Thai market.