你是否躊躇地腳踏兩社群呢？隨著網際網路普及，使用社群網站進行社交互動已變成許多人每天的例行工作。Facebook好友組成多元，舉凡朋友、親戚、師長和父母都可能成為Facebook朋友圈上的一員，形成重疊且複雜的互動關係，而當不同生活圈的人一同出現在Facebook上時，使用者可能開始顧慮所發布的資訊是否適合每位朋友觀看，久而久之，可能降低其在Facebook上的自我揭露意願，但為維繫社交關係的親密性，使用者可能轉為尋求其他社群網站進行揭露，故本研究從此現象出發，並以傳播隱私管理理論的觀點進一步解釋不同人格特質於Facebook上的自我揭露程度，以及後續的社群使用行為。

本研究採便利抽樣，並透過網路問卷蒐集506位Facebook之用戶樣本，資料分析採兩步驟最小平方法以及線性迴歸法進行假說檢定。研究結果發現，不同人格特質之社群用戶於自我揭露三向度中存有細微差異，此外，外向性與自戀特質者擁有較高的隱私管理程度，經驗開放性則反之；高外向性、經驗開放性與自戀者，對既有社群以外之社交平台接受度較高。而社群用戶的隱私管理程度與資訊揭露情形皆呈正相關，進一步降低用戶之社群轉換意圖，說明當用戶在既有社群擁有一套良好的隱私管理準則時，能使其自我揭露程度提升，進而降低使用其他社群網站之意願。

With the advance of internet, it’s a daily routine that many people utilize social networking sites to communicate with their friends. The formation of friend list on Facebook is various, including classmates, colleagues, teachers, relatives and parents. Hence, the interaction on Facebook has become more overlapping and complicated. Furthermore, users will misgive whether their posts are suitable for all friends on Facebook or not. As time passes, users will decrease their frequencies of self-disclosure on Facebook. However, in order to maintain the intimacy of social relationship, users maybe look for other social networking sites to disclose themselves. Based on this phenomenon, the author refers Communication privacy management theory (CPM) to justify the extent of self-disclosure of different personalities and their continuous use.

This study conducted convenience sampling and collected 506 samples of Facebook users through online survey. The author employs two-stage least squares (2SLS) and linear regression to analyze data and testify hypotheses. The results reveal the following things. (1) Facebook users of distinct personalities have differences on three dimensions of self-disclosure. (2) Extroverts and narcissists have higher level of privacy management. On the other hand, users of high openness to experience have lower level of privacy management. (3) Extroverts, narcissists and users of high openness to experience have higher willingness to employ other social networking sites. (4) The level of privacy management have positive correlation with self-disclosure. Therefore, the users’ switching intention will be decreased.

The phenomenon reveals that the extent of self-disclosure will be enhanced when users possess a well-organized set of privacy management rules. Moreover, these users will reduce their willingness to utilize other social networking sites.

審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
表目錄 vii
圖目錄 ix

第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的 4
第四節　研究問題 5

第二章　文獻探討 6
第一節　自我揭露 6
第二節　傳播隱私管理理論 14
第三節　轉換意圖 21

第三章　研究方法 25
第一節　研究架構 25
第二節　研究工具 26
第三節　研究流程 26
第四節　衡量題項 29
第五節　資料分析方法 31

第四章　資料分析 32
第一節　正式問卷結果與分析 32

第五章　結論與建議 48
第一節　研究結論與討論 48
第二節　研究意涵 52
第三節　研究限制與未來建議 55

參考文獻 57
附錄　正式施測問卷 68

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