Instagram按讚顯示對使用者自我揭露行為的影響──以社交焦慮為調節變項

The Impact of Instagram Like Visibility on User Self-Disclosure Behavior - Using the Social Anxiety as Moderator

人們越來越依賴社交媒體展示自我以獲得社會支持。為了緩解使用者因按讚數引起的競爭壓力，Instagram於2019年推出了「隱藏此貼文的按讚數和瀏覽次數」功能。本研究旨在探討社交媒體上顯示按讚數等回饋方式是否會影響使用者的自我揭露行為，並分析社交焦慮在其中的調節作用。本研究透過問卷調查收集數據，並以廣義線性混合模型分析不同社交焦慮水平的使用者在啟用和未啟用按讚數隱藏功能情況下的自我揭露程度。從分析結果得知，顯示按讚數時，人們的自我揭露程度較高。然而，對於高社交焦慮者，隱藏按讚數功能顯著促使其更願意進行自我揭露，這表明隱藏按讚數減少了他們對社會評價的擔憂，使其感到更安全和放鬆。反之，對於低社交焦慮者，隱藏按讚數功能並未顯著影響其自我揭露行為。這些發現可說明，不同社交焦慮水平的使用者在面對社交媒體互動時，對隱私和社會評價的感受和反應存在顯著差異。根據本研究的分析，對於高度社交焦慮群體而言，隱藏按讚數能讓他們在自我揭露時感到更加自在，而對大多數人來說則相反。因此，設定「隱藏此貼文的按讚數和瀏覽次數」功能是有必要的，並且應設計成能夠讓使用者根據其需求進行個人化設定。

As people increasingly rely on social media to express themselves and obtain social support, Instagram introduced the ''Hide Like and View Counts'' feature in 2019 to alleviate the competitive pressure associated with like counts. This study aims to explore whether the visibility of likes on social media affects users' self-disclosure behavior, and to analyze the moderating role of social anxiety in this process. Data were collected through a questionnaire survey and analyzed using a generalized linear mixed model to examine the levels of self-disclosure among users with varying levels of social anxiety when the like count hiding feature is enabled or disabled. The analysis results indicate that users' self-disclosure levels are higher when like counts are displayed. However, for users with high social anxiety, the like count hiding feature significantly increases their willingness to self-disclose, suggesting that hiding like counts reduces their concerns about social evaluation, making them feel safer and more relaxed. Conversely, for users with low social anxiety, the like count hiding feature does not significantly affect their self-disclosure behavior. These findings suggest that users with different levels of social anxiety have distinct perceptions and reactions to privacy and social evaluation in social media interactions. Based on the analysis, it can be concluded that for users with high social anxiety, hiding like counts helps them feel more comfortable in self-disclosure, while for most users, the opposite is true. Therefore, implementing the ''hide like and view counts'' feature is necessary and should be designed to allow users to personalize the settings according to their needs.