網路蓬勃發展，人類許多活動漸漸轉移到網路中，社交行為亦然。目前，臉書（Facebook）為最大的網路社交網站，使用者在上面能夠與好友進行各種社交活動、情感聯繫。臉書具有網路場域的幾點特性，即：有限感官、身分彈性。容許個體能夠在臉書頁面中發展、呈現出自己想要的理想我；同時，臉書採取實名註冊制，充滿各種現實世界的社交關係，導致個體在臉書上的言行必須表現出眾人所期待的應然我。本研究從Higgins（1987）的自我差距理論出發，使用階層迴歸分析法探討個體臉書與現實之間的自我展現在五大性格上的差異是否依然會如Higgins 所言，對個體造成負面的影響。同時，也將納入個體臉書頁面上的態度同質性因素，探討同質性是否會調節自我差距所帶來的影響效果。經由對149 個樣本資料進行分析，結果發現：外向性的差距越大者，其現實幸福感越低；神經質的差距越大者，其臉書幸福感越高。在臉書頁面態度同質性調節作用的分析中，發現：臉書態度同質性在臉書親和性、開放性上與現實幸福感關係上具有調節效果；臉書態度同質性在神經質差距之絕對值與臉書自尊程度關係上具有調節效果。本文最後對研究結果進行討論並提出未來研究方向。

In recent years, lots of human activities have been transferred to the internet, and so has social behavior. Through Facebook, the most popular social website, users are able to connect with friends and maintain real-life relationships. Individuals are able to create their ideal presentation of personality on Facebook, a cyberspace, owing to its psychology features such as reduced sensations and identity flexibility. Meanwhile, Facebook uses real-name registration and is greatly involved with lots of real-life relationships, so individuals must present themselves in the right way to meet others’ expectations. Therefore, this study begins with Self-Discrepancy Theory（Higgins, 1987）and uses hierarchical regression to discover the connection between self-discrepancy on Big-five model and well-beings on both real-life and Facebook. After that, we also measure the homogeneity of attitudes on Facebook pages to see if there is a moderating effect on the relationship between self-discrepancy on Big-five model and well-beings on both real-life and Facebook. Data of 149 samples collected from a Taiwanese bulletin board system are analyzed, and the results show that there is a negative correlation between the discrepancy of extraversion and well-beings in real life, and the discrepancy of neuroticism is positively correlated to well-beings on Facebook. In addition, homogeneity has moderating effect between agreeableness on Facebook and well-beings in real-life, openness on Facebook and well-beings in real-life, and discrepancy of neuroticism and well-beings on Facebook. Based on these results, limitations and suggestions to future directions are discussed.

第一章 緒論......... 1
第一節 網路上的自我......... 1
第二節 不一致的自我面向......... 1
第三節 網路情境中的自我：虛擬我的意義......... 2
第四節 自我差距理論與社交網路......... 3
第五節 五大性格因素模式與社交網路......... 4
第六節 臉書上的自我......... 5
第七節 臉書的態度同質性......... 8
第二章 研究方法......... 11
第一節 研究程序與對象......... 11
第二節 研究工具......... 11
第三節 分析策略......... 15
第四節 分析與結果......... 16
第三章 研究討論......... 33
第一節 綜合討論......... 33
第二節 研究貢獻......... 37
第三節 研究限制與未來發展方向......... 37
參考文獻......... 40
附錄......... 45

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