以社會交換理論探討社群網站互動與自我揭露前因與結果變數之研究－－以Facebook為例

The Study of the Antecedents and Consequences of Interactivity and Self-disclosure for Social Network Sites: The Empirical Study of Facebook

採用社會交換理論作為研究框架，探討社群網站使用者互動性與自我揭露之前因與結果變數，並探討哪些因子可以成功的增加社群網站使用者之持續使用意圖。本研究共收集874位有效樣本。研究結果證實：(1)利益面因素為影響使用者互動性與自我揭露的主要前置因素；(2)影響使用者持續使用該平臺意願的決定性因素為使用者知覺人機互動、人際互動程度與自我揭露深度；(3)使用者的沉浸經驗會調節互動性與持續使用意圖的正向影響。本研究亦學術與實務管理上之結論與建議供後續學者參考。

The Internet changes people’s interactions and the rise of social media also gives people multiple choices for personality interaction as well as become a global trend. This study uses social exchange theory as a conceptual framework to investigate the antecedents and consequences of interactivity and self-disclosure of social network site. In addition, this research explores which factor can increase continuance intention of use. This research consists of 874 samples with experience to use Facebook in a half year. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that benefit variables are the most important antecedents of interactivity and self-disclosure. Besides, the critical factors of continuance intention are machine interaction, interpersonal interaction and self-disclosure depth. Furthermore, this study also indicates that user’s flow experience will moderate the positive effect of the interactivity on the continuance intention. This study also provides conclusions and practical implications to practitioners and scholars of social network sites.