The increasing number of Social Network Sites (SNSs) and their changing nature raise the question of why people use them. This research has a twofold objective: first, to develop a motivation scale for using SNSs; second, to compare the motivational SNSs profile of Facebook, Instagram, Twitter, Snapchat and LinkedIn. Two studies on 364 university students, using exploratory and confirmatory factor analyses, established six motivations: entertainment, social interaction, seeking information, instrumental use, self-documentation and self-enhancement. Regressions then examined the association between motivations for using SNSs, social influence measures (descriptive and injunctive norms), and frequency of use of Facebook, Instagram, Twitter, Snapchat, and LinkedIn. The results showed that social norms complement the motivations to use SNSs. Twitter use was associated with an information-seeking SNSs motivational profile. LinkedIn, Facebook, and Instagram were associated with self-documentation on SNSs. Snapchat was rather associated with instrumental motivations on SNSs. However, while all SNSs were associated with descriptive norms, only Facebook and LinkedIn were associated with injunctive norms (i.e., peer pressure). The results are discussed by applying a cross-media perspective to new motives behind SNSs use.

中文翻译：

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使用社交网站的动机量表：Facebook、Instagram、Twitter、Snapchat 和 LinkedIn 之间的比较研究。

越来越多的社交网站 (SNS) 及其不断变化的性质提出了人们为什么使用它们的问题。本研究有双重目标：首先，开发使用 SNS 的动机量表；其次，比较 Facebook、Instagram、Twitter、Snapchat 和 LinkedIn 的励志 SNS 配置文件。两项针对 364 名大学生的研究，使用探索性和验证性因素分析，确定了六种动机：娱乐、社交、寻求信息、工具使用、自我记录和自我提升。然后，回归检验了使用 SNS 的动机、社会影响测量（描述性和强制性规范）以及 Facebook、Instagram、Twitter、Snapchat 和 LinkedIn 的使用频率之间的关联。结果表明，社会规范补充了使用 SNS 的动机。Twitter 的使用与寻求信息的 SNS 动机相关。LinkedIn、Facebook 和 Instagram 与 SNS 上的自我记录相关联。Snapchat 与 SNS 上的工具动机相关。然而，虽然所有 SNS 都与描述性规范相关联，但只有 Facebook 和 LinkedIn 与强制性规范（即同伴压力）相关联。通过将跨媒体视角应用于 SNS 使用背后的新动机来讨论结果。