朋友的自我揭露與社會支持對社群網站持續使用的影響

The Impacts of Friends’Self-Disclosure and Social Support on SNS Usage Continuance

本研究檢驗臉書使用者所感受到其朋友的社會支持和自我揭露如何影響其繼續使用該社群網站的意圖。我們也檢驗了主觀幸福感和親密關係如何中介該影響。針對臉書使用者執行網路調查並使用結構方程模型測試假說。結果顯示，朋友的自我揭露能增加使用者的持續揭露意圖，而朋友的社會支持能增加使用者的持續瀏覽和支持的意圖。親密關係則是影響持續瀏覽和支持的意願，而主觀幸福感影響持續瀏覽和揭露的意願。研究結果可幫助社群網站營運商留住使用者並為他們創造價值。

This paper examines how an individual’s perception of a friend’s social support and self-disclosure influence the individual’s intention to continue using a given social networking site (SNS). We also examine how subjective wellbeing and intimate relationship mediate the relationships between the constructs of friend’s self-disclosure, friend’s social support, and SNS usage continuance. An internet survey is conducted to collect data from Facebook users. Structural equation modeling is used to test the hypotheses. The results show that a friend’s self-disclosure increases the user’s continuance intention to disclose, while a friend’s social support increases both the user’s continuance intention to browse and to support. The intimate relationship factor influences the user’s continuance intention to browse and to support, while subjective wellbeing influences the continuance intention to browse and to disclose. The research findings help SNS providers retain users and create value for them.