Perceived Value, Impact and Decision to Use Anonymous Accounts of Lampang Rajabhat University Students Using Social Media

Abstract

        This study aimed to: (1) examine the relationships between perceived value, perceived impact, and the decision to use anonymous accounts among students at Lampang Rajabhat University who use social media; and (2) investigate the factors influencing their decision to use anonymous accounts. A quantitative research approach was employed. Data were collected through questionnaires from a sample of 385 students at Lampang Rajabhat University. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to summarize the data. Inferential statistics included Pearson’s correlation coefficient and multiple regression analysis. The stepwise method was employed to select appropriate independent variables for constructing a regression model to examine the relationships among the variables under study.

        The analysis results found that the perceived value of using anonymous accounts was positively related to the decision to use anonymous accounts. The perceived impact of using anonymous accounts is positively related to decision to use anonymous accounts. And it was found that a powerful factor that can predict the decision to use anonymous accounts is the perceived value of using anonymous accounts. It was able to predict the decision to use an anonymous account at 35.9 percent. Overall, students agreed that anonymous accounts have value ( = 3.71). The highest mean score was for the statement that anonymous communication can be used to create a sense of identity ( = 3.81). Regarding the impact of using anonymous accounts, the highest mean score was for the statement that anonymous communication is a channel for criminals ( = 3.96).