Satisfactions and Needs Achieved from the Use of SocialNetworks and their Relationship to Changing Urban Behavior - a Field Study among Students of Salah Al-Din University – Erbil

الملخص

The current study dealt with the topic of (the gratifications achieved from the use of social networks and its relationship to behavior change), and its problem was summarized by the following question: What is the relationship between the benefits achieved from the use of social networks and changing urban behavior, and the descriptive approach was adopted by the method of social survey by sample, in this study . The study population included students of six colleges at Salah University, and the study tested a sample size of (380) male and female students who were selected by stratified random sample from the six colleges.Data were collected from the study sample by using a questionnaire. The theory of uses and gratifications was adopted in this study, and the SPSS statistical program was used for the purpose of analyzing the data collected from the study units, and arriving at results and conclusions. Among the most important conclusions reached by the current study is that the satisfaction and skill needs came first according to the opinion of the study units, as they are achieved for them through their use of social networks, and that males achieve their needs and satisfactions through their use of social networks at a higher rate than females, and college students The same applied specialization achieve their satisfactions and needs at a higher rate than students of colleges of humanitarian specialization.It was also found that females change their urban behavior at a higher rate than males as a result of their use of social networks, and that students of colleges of human specialization change their behavior as a result of their use of social networks at a higher rate than students of colleges of applied specialization. It was also found that there is a very significant correlation between the total gratifications achieved by university students through their use of social networks with the macro indicators of urban behavior change, that is, the more gratifications students achieve, the greater the change in their urban behavior. It was also found that there is a very significant correlation between the total gratifications achieved by university students through their use of social networks, with the overall positive indicators of urban behavior change, meaning that the more gratifications students achieve, the greater the change in their urban behavior in a positive way. It was also found that there is a very negative significant correlation between the total gratifications achieved by university students with the overall negative indicators of urban behavior change, that is, the greater the gratifications achieved by students, the less negative change in their urban behavior.