| Summary: | 碩士 === 國立中正大學 === 資訊管理系研究所 === 106 === Along with the booming development of the online social network, it has become an indispensable part of our lives, and it also encourage users to disclose themselves on the Internet. For the past few years, selfie has changed the social network site, it’s prevalence rate also show that it has a huge business opportunities, therefore many social network sites have been concerned about it. In this research, we explore the factors that affect the intention of selfie based on the side of self-disclosure, and proposing an intention research model consisting of four dimensions: perceived costs, perceived benefits, individual factors and social factors.
This research adopted the questionnaire survey, and the participants in this research were online social website users with selfie experiences. We collected 437 samples and used structural equation modeling to validate the influential relationship among the variables in the research model. The result indicated that in comparison with the influence between users’ trust in online social network and perceived privacy risks, the influence between users’ trust in online social network members and perceived privacy risks is more significant. In addition, the influence of the four dimensions on selfie intention are all significant, this research also found that perceived costs and social factors are two dimensions that have a high degree of influence on selfie intention. The results of study both had good implications on the academia and the management practice.
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