SOCIAL MEDIA USAGE BEHAVIOR OF CHINESE STUDENTS AT RANGSIT UNIVERSITY

This study aimed to examine the social media usage behavior of Chinese undergraduate students at Rangsit University, Thailand. The research specifically sought to investigate their usage patterns, identify the most frequently utilized platforms, explore the association between their behaviors and the Uses and Gratifications Theory, and analyze factors influencing their levels of engagement. A quantitative research design was employed, with data collected through an online questionnaire administered to a sample of 263 Chinese students, yielding a 100% response rate. The collected data were analyzed using descriptive and inferential statistical methods, including chi-square tests and one-way ANOVA, facilitated through SPSS software. The findings revealed that a majority of respondents (49.81%) reported using social media for 11–15 hours per day, with peak usage occurring between 3:01 and 6:00 PM and 9:01 and 12:00 PM. WeChat emerged as the most frequently used platform (94.3%), followed by Douyin (54.37%) and Line (48.67%). Most participants accessed social media through mobile phones (92.4%), primarily for social interaction and communication (55.51%). The results confirmed both research hypotheses: (1) uses and gratifications were significantly associated with patterns of social media usage, and (2) variations in social media behavior were linked to differing uses and gratifications among students. Furthermore, motivation, platform preference, and specific usage periods were identified as key factors influencing students’ social media gratifications. Overall, the study demonstrated that social media plays a critical role in helping Chinese students maintain familial connections, mitigate feelings of loneliness, and navigate cross-cultural adaptation. These findings align with the theoretical foundations of Uses and Gratifications Theory and Media Dependency Theory. The study concludes with recommendations for universities, application developers, and policymakers to develop culturally responsive communication tools and encourage healthy digital engagement among international students.