A study of social media users’ perceptional typologies and relationships to self-identity and personality
本研究通过Q方法论识别出四种社交媒体用户类型（印象管理型、潜水型、社交享受与关系聚焦型、社会价值导向型），并发现用户类型在关系认同和外向性上存在显著差异。
Purpose The purpose of this paper is to explore and describe different viewpoints on the use of social networking sites (SNSs). It analyzes perceptional typologies of SNS users and the characteristics of each type, which has similarities and differences. It also examined possible relationships among different perceptional types, users’ self-identities, and their personality. Design/methodology/approach This study utilized Q-methodology in order to identify diverse explanations of SNS users’ perspectives. Q-methodology requires participants (referred to as P sample) to sort a series of items (Q-statements). After completing a questionnaire including demographics, self-identity, etc., each respondent performed the Q-sorting work. This task involves sorting well-composed statements about SNSs (Q-sample). In all, 46 SNS users from a university in Korea were chosen as participants. Once the P sample had finished Q-sorting, participants had in-depth interviews. When all interviews were finalized, analysis of the Q-sorts was done with the help of QUNAL program. Findings Consequently, four types of SNS users were identified and given the following descriptive labels: Impression Management Type, Lurker Type, SNS Enjoyer and Relationship Focus Type, and Social Value Orientation Type. Further, there was a significant difference in “Relational Identity” among user types. Regarding personality, the extraversion of Type III appeared to be the highest, and the extraversion of Type II appeared to be the lowest. Originality/value Combining aspects of both qualitative and quantitative research to study the subjectivity, the findings of this study provide insight for further research regarding an audience study or an examination of the media behaviors of SNSs. It also suggests theoretical and practical implications.