臺灣博碩士論文加值系統

隨著網路世代的到來，社群網站成為了人們生活中不可或缺，滿足社交與資訊交流的平台，而在現實生活中的自我概念建構，也藉由社群網站延伸到了線上的世界。本研究以Facebook使用者的個人差異因素與品牌資訊揭露行為作為研究之切入點，探討其與線上自我概念建構之互動關係。
本研究以相關之理論文獻為基礎，並提出一假設理論模型，經由問卷設計與發放，回收276份有效問卷，再接續使用SmartPLS之結構方程模式分析工具來驗證研究假設模型中，變數間的假設關係。研究結果顯示，以品牌呈現自我的需求程度對於透過品牌資訊揭露進行之自我彰顯、自我維持與自我保護的自我概念建構三構面都有顯著的正向影響，而使用者個人的自我監控與自我隱藏程度，則分別對於自我維持和自我保護有正向的影響，此外，對獨特性的需求、恐懼錯過與自我需要的個人差異因素也會對使用者在Facebook上以品牌呈現自我的需求程度產生正向影響。
本研究希望補足相關領域之量化研究，並提供企業品牌之社群專頁的經營管理以自我概念建構為核心的思維邏輯，最後也提出相關研究限制與對於後續研究的建議方向。

With the coming of “Net Generation”, “Social Network Sites” （SNSs） has become indispensable for people to fulfill their needs to exchange information and to socialize. The construction of self-concept has therefore, been extended from offline to online world. This research aims to explore the relationship among Facebook users’ individual differences, brand information disclosure behavior, and their construction of self-concept.
The study proposed a model based on prior literature and empirically tested it for further analysis. This research has received 276 valid questionnaires, and adopted Structural Equation Modelling（SEM） and SmartPLS to verify the relationship among the research constructs. The research showed that “self-presentation through brand” had positive effect on all the three constructs of the “construction of self-concept”, and users’ individual degree of “self-monitoring” and “self-concealment” had separately its positive effect on “self-maintenance” and “self-protection”. Moreover, users’ individual degree of “need for uniqueness”, “fear of missing out” and “self-needs” had also positive relationship with their need of “self-presentation through brand”.

目錄
口試委員會審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 5
第三節 研究流程 6
第二章 文獻探討與研究假說 7
第一節 自我概念 7
一、 自我概念的定義 7
二、 自我呈現 8
第二節 社群網站與自我呈現 9
一、 社群網站的興起 9
二、 Facebook上的自我呈現 9
第三節 品牌資訊揭露行為與自我概念 11
一、 品牌與自我概念建構 11
二、 Facebook上的品牌資訊揭露與線上自我概念建構 11
第四節 個人差異因素與品牌資訊揭露行為 14
第三章 研究方法 18
第一節 研究架構 18
第二節 變數之定義與衡量 19
第三節 問卷設計與樣本資料來源 25
一、 問卷設計 25
二、 問卷發放與蒐集 25
第四節 資料分析方法與工具 26
一、 資料分析步驟 26
二、 資料分析方法 26
第四章 資料分析 28
第一節 樣本資料分析 28
一、 基本資料分析 28
二、 Facebook使用程度之分析 29
第二節 衡量模式分析 32
一、 信度分析 36
二、 效度分析 36
第三節 結構模式分析 39
一、 路徑分析 39
二、 模型適配度（Goodness of Fit, GoF）檢定 40
三、 研究假說檢定 41
第五章 結論與建議 44
第一節 研究結論 44
一、 以品牌呈現自我與線上自我概念建構 44
二、 個人差異因素與線上自我概念建構 45
三、 個人差異因素與以品牌呈現自我 45
第二節 研究貢獻 46
一、 學術貢獻 46
二、 管理意涵 46
第三節 研究限制與未來研究建議 47
參考文獻 49
一、 中文文獻 49
二、 英文文獻 49
附錄-正式問卷 54

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