Analysis of Factors which Impact Facebook Users’ Attitudes and Behaviours using Decision Tree Techniques Duong Van Hieu, Nawaporn Wisitpongphan, and Phayung Meesad Faculty of Information Technology King Mongkut’s University of Technology North Bangkok Bangkok 10800, Thailand duongvanhieu@tgu.edu.vn, nawapornn@kmutnb.ac.th, pym@kmutnb.ac.th Abstract—The number of Facebook users has increased dramatically over the past decades, as Facebook become the most common communication and sharing channel via the Internet. More people are now spending a lot of time using Facebook and gain high levels of satisfaction from using Facebook. Facebook users’ attitudes and behaviours are becoming more influenced by highly technological devices which are not only integrated their personal lives but also areas of education and employment. This paper analyses factors including Internet and email use, owning a tablet, access to the Internet via mobile devices, gender, income, education, employment status. Moreover, an investigation of parental influence to Facebook users’ attitudes and behaviours based on surveyed data from more than a thousand users using decision tree techniques. Keywords—social dada mining; Facebook users’ attitudes and behaviours mining I. INTRODUCTION Social networks have become a common communication and sharing channel on the Internet. Facebook has a great number of users because of its diverse uses including communicating, sharing social events and activities as well as academic life, self-identifying, collaborative working, learning and teaching, advertisement and selling, etc. The number of Facebook users has consistently increased from 2011 to 2013 as shown in Table 1 [1]. TABLE I. PERCENTAGE OF INCREASING NUMBER OF FACEBOOK USERS FROM MARCH 2011 TO MARCH 2013 31-Mar-11 31-Mar-12 31-Mar-13 Number of users (in million) 664.03 835.52 1110 Increasing percentage (compared to a year before) 25.83% 32.85% A survey from the Pew Internet and American Life Project in 2013 indicates that 92% of online adults use Facebook [2]. Previous studies found that more people now use Facebook for several purposes in their daily activities [3-12]. Although Facebook has become an important part of social life, only a few researches have focused on Facebook users’ attitudes and behaviours as many only focused on why and how Facebook is used in social communities, academics, enterprise, and politics. The contribution of this paper will provide people’s point of view toward factors that have impacted Facebook users’ attitudes and behaviours. Based on the findings, those who are developing applications or running businesses based on the Facebook platform as well as enterprise managers will now have access to information which can aid decision making or to build a new approach for their jobs. Moreover, this research not only helps members of families understand Facebook users’ habits but also conveys relationships between Facebook users’ habits and the influencing factors related to using highly technological devices which are not only integrated their personal lives but also areas of education and employment in modern society. Motivated by the limitations in scope of current researches of Facebook which use perspectives of social-psychological science [13, 14], the impact of Facebook on users and their attitudes and behaviours will be analyzed to gain unknown knowledge about users’ characteristics related to factors such as Internet and email usage, owning a tablet, access to the Internet via mobile devices, gender, age, income, education, employment status, parental status, etc. Section 2 summaries related researches about Facebook usage. Section 3 covers data collection and preprocessing. Experiment implementation is described in section 4, and section 5 concludes this paper. II. RELATED WORK Facebook is the number one ranked website in the world in 2013 [15] and it ranked at the second position in January 2014 [16]. Nadkarni et al. [4] found that people use Facebook because of two basic social needs: the need to belong and the need for self-presentation. Facebook uses are also affected by external factors such as cultural background, social demographic differences and personality traits [17]. Previous studies which focused on why and how people use Facebook showed that Facebook can help people to keeping in touch with friends, making friends, communicating [5], self-representation and identification, socially emotional sharing and support [6, 7, 18], running online businesses [19, 20], and commenting on political events [9, 11, 12].  WK ,QWHUQDWLRQDO -RLQW &RQIHUHQFH RQ &RPSXWHU 6FLHQFH DQG 6RIWZDUH (QJLQHHULQJ -&66(    ,(((