臺灣博碩士論文加值系統

社群網站在現今人們的生活中仍扮演著舉足輕重的角色，人們可以藉由在網站上進行自我揭露以及自我呈現等行為來與他人互動並保持聯繫。而在過去關於社群網站自我揭露行為的研究大多數著眼於了解哪些是影響自我揭露的前置因素，鮮少對於使用者們進行自我揭露行為後得到的回饋所產生之後續影響進行深入探討。因此，本研究以社會交換理論為基礎，試著去探討當使用者們在Facebook上進行自我揭露行為後所得到的正負面回饋是否會對其自我揭露狀態到未來持續進行自我揭露意圖之間產生干擾。本研究根據相關文獻為基礎，以社會價值與群體壓力的觀點來切入，視為使用者們進行自我揭露行為後所得到的正負面回饋。
本研究共回收569份有效樣本，研究結果顯示:Facebook使用者的個資揭露意願對於自我揭露行為有正面影響，且使用者的資訊敏感性對於個資揭露意願存在負面影響；Facebook網站之社交性對於使用者們的自我揭露行為有正面影響；使用者的社群網路連結強度對於自我揭露行為存在正面影響；社會價值對於使用者的自我揭露狀態與其未來持續進行自我揭露意圖之間有正面干擾效果。並根據研究結果提出理論面與實務面之建議，期許對於社群網站自我揭露之相關研究能有所助益。

Social Network Sites still play an important role in people''s daily life. We can keep in touch with others by doing Self-Disclosure and Self-Presentation behavior on this websites. Prior researches about Self-Disclosure in Social Network Sites mostly focus on discovering the Antecedents to Self-Disclosure, rather than discussing the feedback users got from doing Self-Disclosure behavior. Therefore, this research try to investigate whether the feedback users got from doing Self-Disclosure behavior on Facebook will moderate their current Self-Disclosure state to continuous Self-Disclosure intention based on the Social Exchange Theory, and we use Social Value and Group Pressure as the feedback users got from doing Self-Disclosure behavior based on some literatures.
This research collected 569 effective questionnaires. The results show Facebook users'' "Willing to reveal personal information" has positive impact on their Self-Disclosure behavior, and "Information Sensitivity" has negative impact on their "Willing to reveal personal information"; Facebook network site''s "Sociability" has positive impact on users'' Self-Disclosure behavior;Users'' "Social Network Ties Strength" has positive impact on their Self-Disclosure behavior; "Social Value" has positive moderating effect on current Self-Disclosure state to continuous Self-Disclosure intention . Finally, we also discussed the theoretical and practical implications and hope to be useful for future research.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 社群網站(Social Network Site) 5
第二節 自我揭露(Self-Disclosure) 6
第三節 社交性(Sociability) 9
第四節 資訊隱私 10
1. 資訊敏感性(Information Sensitivity) 10
2. 個資揭露意願(Willing to reveal personal information) 10
第五節 人際互動相關理論 11
1. 社會滲透理論(Social Penetration Theory) 11
2. 社會交換理論(Social Exchange Theory) 11
3. 社群網路連結(Social Network Ties) 12
第六節 社會價值(Social Value)與群體壓力(Group Pressure) 12
1. 社會價值(Social Value) 12
2. 群體壓力(Group Pressure) 13
第七節 外向性人格特質(Extraversion) 14
第三章 研究方法 15
第一節 研究模型 15
第二節 變數操作性定義 16
第三節 研究假說 17
第四節 研究設計 22
一、 研究對象 22
二、 資料蒐集 22
三、 問卷設計 22
第四章 資料分析 29
第一節 樣本基本資料分析 29
第二節 模型及假說驗證 31
一、 測量模型分析 31
二、 結構模型分析與假說檢定結果 42
第五章 研究結論與建議 44
第一節 研究結果與討論 44
一、 影響自我揭露之前置因素 44
二、 自我揭露影響群體壓力與社會價值 45
三、 影響自我揭露與持續自我揭露意圖之干擾因素 45
四、 外向性影響持續自我揭露意圖 46
第二節 理論面與實務面意涵 47
一、 理論面 47
二、 實務面 47
第三節 研究限制與未來研究方向 48
參考文獻 49
【附錄】本研究正式問卷 55

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