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The study on a causal model of self-presentation behavior on Facebook of the undergraduate in Bangkok metropolis aimed (1) to analyze the factors influencing on self-presentation behavior on Facebook (2) to examine the relationship between factors influencing on self-presentation behavior on Facebook (3) to create a causal model of self-presentation behavior on Facebook. The study employed a quantitative method research based on survey research. The research population was undergraduate students from 67 public and private university in the number of 829,728 students in Bangkok metropolis. The research samples were 400 based on multi-stage sampling. The research instruments were questionnaire which was tested the reliability of 0.8903. The statistical package was employed to analyze the data.
The research found that most of the respondents were female students at the age of 20-25 years, studying on the 2nd year with the GPA which higher than 3.00. They used smart phone as the device for Facebook more than 6 hours a day. They have friends on Facebook more than 500 people. Most of them have self-presentation behavior in the high level by selecting the admirable pictures of themselves as the profile picture on Facebook, expressing their comment on the others’ wall on Facebook. They frequently reviewed friends’ opinions to themselves. They were aware of posting messages that mislead people to understand them on the unintentional side, and prevent other people from recognizing in them on their hidden identity. Lastly, they frequently changed and updated their personal information on Facebook. The results of research hypothesis found that the causal factors influencing on self-presentation behavior on Facebook of the undergraduate students showed that the online identity on Facebook to be the most influencing factor on self-presentation behavior on Facebook. Self-esteem, communication behavior, skills on Facebook, and narcrissism influenced self-presentation behavior on Facebook in the following ranking at the significant level of 0.05, respectively. Moreover, these 5 factors affected the self-presentation behavior on Facebook of undergraduate students in the positive approach. And these could predict the self-presentation behavior on Facebook of undergraduate students at the 82 percent.