由於社群網站上的朋友大多來自現實生活中已經認識的人，因此人們在自我揭露上的態度會與過去網路虛擬世界中的匿名性是否有所不同，為本研究的探討動機。本研究嘗試結合資訊系統持續模式及體驗價值作為使用者在使用Facebook時所體驗到的四種知覺價值，包含有趣性、美感、卓越的服務及消費者投資報酬，結合理性行為理論的態度來加以探討使用者在體驗Facebook的自我揭露的態度。並探討情感宣洩、自我澄清、關係發展及社會支持對自我揭露態度之影響，以了解使用者在Facebook上的自我揭露態度及持續使用意圖。研究方法採用調查法，以網路問卷方式調查，共計回收有效問卷366份，研究樣本大多數為學生族群且年齡約16~26歲居多。回收之資料以偏最小平方法(PLS)進行因素分析及信效度之檢驗，研究結果發現情感宣洩與關係發展及社會支持會顯著影響自我揭露態度，而體驗價值也會正向影響自我揭露態度與滿意度，滿意度與自我揭露態度則正向影響持續使用意圖。本研究之研究結果也受到過去相關文獻之支持。

Self-disclosure in cyberspace has been studied in a number of prior studies. New technology might change the demands upon people to disclose personal information, as well as the possible implications of such disclosure. For example, the majority of users in Facebook, one of the most popular social network sites, adds and deletes friends largely based on real-life relationships. This study therefore aimed to understand users’ levels of self-disclosure in a real-name policy and to investigate the antecedent factors of self-disclosure attitude with Facebook. A theoretical model was derived based upon the experiential value and the post-Acceptance model of IS Continuance. This model was examined through an empirical study involving 366 respondents using the partial least squares approach. The empirical results indicated that all of the experiential value, emotion expression, relationship development and social support have positive influences on self-disclosure attitude, and experiential value has a positive impact on users’ satisfaction. Besides, the results demonstrated that user satisfaction has a more significant effect on users’ continuance intention than self-disclosure attitude. The findings are consistent with the observations of previous research.

中文摘要......................................................................................................................... i
英文摘要........................................................................................................................ ii
致謝............................................................................................................................... iii
目錄............................................................................................................................... iv
表目錄........................................................................................................................... vi
圖目錄.......................................................................................................................... vii
第一章、緒論................................................................................................................ 1
1.1 研究動機與背景 ........................................................................................... 1
1.2 研究目的 ....................................................................................................... 5
1.3 研究流程 ....................................................................................................... 6
第二章、文獻探討........................................................................................................ 7
2.1社群網站 ........................................................................................................ 7
2.2理性行為理論 ................................................................................................ 9
2.3期望確認理論 .............................................................................................. 10
2.4資訊系統持續模式 .................................................................................... 12
2.5體驗價值 ...................................................................................................... 14
2.6自我揭露 ...................................................................................................... 17
第三章、研究方法...................................................................................................... 21
3.1 研究架構 ..................................................................................................... 21
3.2 研究假說 ..................................................................................................... 22
3.3 操作型定義與衡量問項 ............................................................................. 30
第四章、資料分析...................................................................................................... 35
4.1 敘述性統計分析 ......................................................................................... 35
4.2 因素分析及信效度檢定 ............................................................................. 36
4.3 研究模式與假說檢定 ................................................................................. 41
第五章、結論與建議.................................................................................................. 45
5.1 研究結果 ..................................................................................................... 45
5.2 研究貢獻與建議 ......................................................................................... 48
5.3 未來研究方向 ............................................................................................. 49
5.4 研究限制 ..................................................................................................... 50
參考文獻...................................................................................................................... 51
英文大綱...................................................................................................................... 62
簡歷(CV)...................................................................................................................... 66

1.網站部份
創市際. (2011,September 23). 網友使用Facebook時數佔上網總瀏覽時數27%；與去年同期相較使用時間佔比持續成長！
From http://www.insightxplorer.com/news/news_09_23_11.html
Checkfacebook. (2012) From：http://www.checkfacebook.com
Alexa. (2012) From：http://www.alexa.com/topsites/global

2.中文部分
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