推特為日本第一大的主流社群媒體，日文為推特第二大語言，為了瞭解其高使用率以及用戶高自我揭露的現象，本研究從推特本身的環境特色切入，在了解到推特環境的匿名性與資訊導向等特性後，探討用戶的匿名性與資訊分享意圖對其自我揭露程度的影響，並以人際流動性此一探討個體於不同環境下具不同自我揭露程度的概念，來了解日本推特用戶於推特環境的自我揭露程度，此外，本研究也加入過去少被探討的用戶國際觀，進一步探討此因素所扮演的角色為何，在探討用戶於推特的自我揭露程度後，本研究進一步探討其對用戶間忠誠度的影響與使用程度。本研究採用量化研究的問卷調查法，以便利抽樣蒐集樣本，主要問卷發放前將會施行一項前測，其目的為確保英文翻譯為日文後，衡量題項之信效度皆達水準，再以修改後題項作為問卷衡量題項。主要研究收集335份樣本，分析結果顯示人際流動性與資訊分享意圖能正向影響自我揭露；自我揭露能正向影響忠誠度；忠誠度能正向影響使用程度。

Titter is the most prevalent social media in Japan and Japanese is the second most used language on Twitter. In order to look into the intense Twitter usage and high self-disclosure on Twitter in Japan, this study explores the Twitter environment to comprehend its anonymity function and abundant information. This study furthers such investigation by expanding Relational Mobility theory and examining their correlations with self-disclosure to delve into Japanese Twitter users’ self-disclosure level. Furthermore, this study explores the international awareness of users, which was neglected in previous social networking researches, to understand the role of users’ international awareness on Twitter users’ behavior. After exploring the correlations between the level of self-disclosure and three factors(Relational Mobility, anonymity and the intention of sharing information), this study examines the commitment between users and the usage on Twitter. A pilot was conducted before the official research in order to select the questionnaire items. Using a general population sample (N=335), the study reveals relational mobility and the intention of sharing information influencing the degree which individuals self-disclose on Twitter. This result also found self-disclosure influence the level of commitment and commitment can influence usage.

目錄
論文審定書.....................................................................................................................i
謝誌…………………………………………………………………......................…………………ii
摘要....................................................................................................................... ......iii
Abstract……………………………………………………………………….......................………iv
第一章 緒論..................................................................................................................1
第一節 研究背景與動機……………………………………………………….......................……1
第二節 研究目的…………………………………………………………….......................………8
第三節 研究問題……………………………………………………….......................……………8
第二章 文獻探討..........................................................................................................10
第一節 社群媒體..........................................................................................................10
第二節 人際流動性………………………………………………………….......................……..12
第三節 自我揭露..........................................................................................................14
第四節 匿名性、國際觀與資訊分享意圖…………………………………..........................…..22
第三章 研究方法..........................................................................................................30
第一節 研究架構……………………………………………………………...............................30
第二節 研究工具……………………………………………………………...............................30
第三節 變數操作性定義與衡量題項…………………………………………............................31
第四節 問卷預試………………………………………………………………............................33
第五節 正式問卷施測………………………………………………………............................…38
第六節 正式問卷之分析方式與工具…………………………………………..….......................39
第四章 資料分析與討論………………………………………………………….........................40
第一節 樣本敘述性統計分析…………………………………………………............................40
第二節 測量模型分析…………………………………………………………............................42
第三節 結構模型分析………………………………………………………...............................47
第四節 迴歸分析………………………………………………………………............................49
第五章 研究結論與建議…………………………..………………………….......................……51
第一節 研究發現………………………………………………............................………………51
第二節 研究貢獻……………………………………………………………….......................…..55
第三節 研究限制與未來建議…………………………………….......................……….……….60
參考文獻......................................................................................................................62
問卷附錄………………………………………………………….....................……………….…..83

圖目錄
圖1-1日本使用者對各社群媒體使用的擔憂程度………..……………....................……...…….1
圖1-2各國推文語言的數量圖…………………………………………………..........................…2
圖1-3各社群媒體的主要使用特色……………………………………………..........................…3
圖2-1 Mixi邀請好友的頁面……..……….………...……………………………….....................18
圖2-2匿名性層級……………………………………...……………………………..................... 23
圖2-3推特個人檔案頁面…………………….……………..………….....................………….…25
圖3-1研究架構圖……………………………………………………......................………………30
圖4-1研究模型之路徑分析…………………………………………......................………………49

表2-1日本Mixi使用者的匿名程度…...…………………………….......................………………25
表3-1前測問卷各衡量構面之因素分析摘要…………………………......................……………35
表3-2前測問卷各衡量構面之信度分析摘要表..……..…………….....................………………35
表3-3預詴問卷(各構面與其題項 )與刪除的題項……..…………….......................……………36
表4-1樣本組成之基本資料分析……………………………………….....................……………40
表4-2測量模型之違犯估計檢定結果………………………………….....................……………43
表4-3整體測量模型之配適檢定結果………………………………….....................……………45
表4-4信度與收斂效度檢定結果……………………………………….....................……………46
表4-5區別效度檢定結果（信賴區間法）………………………………..................……………47
表4-6整體結構模型之配適檢定結果…………………………………….....................…………48
表4-7迴歸分析結果…………………………………………………….....................……………50

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