以社会交换理论探讨社群网站互动与自我揭露前因与结果变数之研究 .pdf

第十八卷　第一期　2016 年6 月 （pp.33～76 ） Facebook a a, * b a b 874 ( 1) (2) (3) The Study of the Antecedents and Consequences of Interactivity and Self-disclosure for Social Network Sites: The Empirical Study of Facebook a a b Chung-Hung Tsai Shiang-Ru Wang Wen-Hai Chih a Tzu Chi University of Science and Technology b Department of Business Administration, National Dong Hwa University Abstract 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. * shiang22 16@ DOI: 10.6188/JEB.20 16.18( 1).02 June 2016 33 Facebook 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 s