本研究以Facebook使用者的自我揭露為主題，探討使用者的隱私顧慮及隱私設定是否會影響其Facebook上的自我揭露，並瞭解使用者心理的隱私需求及網路自我效能的不同是否會影響其隱私顧慮，另一方面本研究亦探討使用者自我揭露程度與其社會資本之關係。本研究採用問卷調查法，共回收473份有效問卷，使用PLS方法進行資料分析後，結果如下：1. 使用者心理的隱私需求越高則其隱私顧慮越高。2. 使用者心理的隱私需求越高則其自我揭露程度越低。3. 使用者隱私顧慮越高則其更改隱私設定的行為越頻繁。4. 使用者隱私設定行為越頻繁則其自我揭露程度越高。5. 使用者自我揭露程度越高則其社會資本越高。根據發現，本研究建議往後社交網站提供者可加強隱私設定之功能，以提高使用者分享內容的意願。另外一方面，網路科技的發達使越來越多人運用網路與他人互動，使得人與人真實互動的時間減少，根據研究結果，使用者在Facebook上的自我揭露程度能夠正向影響其社會資本，表示在Facebook上的自我揭露程度越高除了能夠讓使用者維持與熟悉之人的關係，另一方面也可與原本不熟悉之人有所交集，促進彼此關係的發展。The purpose of this research is to show the effect of self-disclosure on Facebook users. The goal is to identify whether the self-disclosure behavior of Facebook users will vary on their privacy concern or private settings on Facebook, and to understand whether users’ privacy concern can be different from their own psychological need for privacy. Besides, this research also looks at the relationship between users’ social capital and their self-disclosure.This has been done by screening 473 valid questionnaires through questionnaire method, and after the PLS analysis, it applies:1.FB users who score higher in psychological needs for privacy will have more privacy concerns.2.FB users who score higher in psychological needs for privacy will have lower degree of self-disclosure.3.FB users who score higher in privacy concerns will have more frequent in privacy settings change.4.FB users who change their privacy settings more frequently will have higher degree of self-disclosure.5.FB users who score higher in degree of self-disclosure will have higher level of social capital.With the help of advanced development in Internet technology, people can more efficiently interact with other people in social network sites (SNSs). According to the research findings, users’ self-disclosure has a positive relation with their social capital, which in turn results in higher degree of self-disclosure. The study finding suggests that the SNSs providers improve their SNSs privacy settings so as to encourage users’ willingness to share their contents with friends. Conclusion and implications of this study are discussed at the end of the thesis.
