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Rotated Component Matrix Report

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In Table 3, the Rotated Component Matrix reports the factor loadings for each variable. Variable scores that were high and significant are highlighted. Four factors of SNSs usage has been identified : • Debating, are activities related to participating in polls, forums, discussions, and wikis, write reviews on products and services, reading blogs and posting comments, and update Twitter status. • Socializing, are activities concerning, adding labels and tagging photos, commenting on friends’ profiles, updating Facebook profile, looking for new friends, and contacting friends. • Expression, includes activities concerning writing blog posts, uploading videos in specialized SNSs, and looking for a job and finally, • Entertainment seeking,

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