新興媒體崛起，在圖像和影音串流的時代，社群網站也掀起一波浪潮，Instagram即是最好的例子，主張圖片搭配文字，又加入了24小時即會消失的「限時動態」，使用戶活躍數逐年升高，位居台灣社群網站第二，透過照片濾鏡、主題標籤、標記他人等功能，吸引更多閱聽人使用該平台。但是在國內的研究中，對於Instagram限時動態的研究卻少之又少，有鑑於此，本研究深入探討IG使用者使用限時動態與一般貼文，進行自我揭露的心理過程。
本研究以使用與滿足理論以及自我揭露為理論基礎，用發文者的角度，探討Instagram的使用者，為什麼使用一般貼文和限時動態兩種不同的方式進行自我揭露？是否因為感知到不同的媒體特性－感知永久性及感知互動性？這種媒體特性感知又如何透過隱私顧慮及使用動機－社會連結及娛樂，對自我揭露產生的影響？最後所獲得的滿足度，如何受到社群回饋的調節？
　　本研究採用問卷調查法，請參與者依照自身所發布的貼文直接填寫具體問卷題項，研究對象以Instagram使用者並有發布貼文經驗之受眾為主，研究樣本為60位參與者，共600則貼文。研究結果發現，IG使用者的確對限時動態與一般貼文具有不同的媒體特性感知。相對而言，限時動態的感知互動性較高，感知永久性較低。感知互動性透過提升社會連結動機，讓使用者在Instagram中揭露更多正面的資訊。同時，雖然感知互動性也會提高負面自我揭露，但娛樂動機卻會降低了負面的自我揭露。另外，感知永久性無法透過提升隱私顧慮而降低自我揭露。本研究為Instagram限時動態提供理論貢獻及實務建議。

The rise of new media, in the era of streaming image and video. Social networking sites have also gained popularity.Instagram is the best example. It advocates the picture with text and added a "Stories" that will disappear in 24 hours. Its growth rate increased rapidly after its launch and ranked second on the social networking sites in Taiwan. Through the functions of photo filters, hash tags, and tagging others, the use of the Stories attracting more audience to use the platform. However, in an academic research of Taiwan, there are very few researches on Instagram's Stories. In the viewpoint of this, this study explores the psychological self-disclosure process of IG users on their Stories and posts.
　　Based on the theory of use and gratification and self-disclosure, this study explores the users of Instagram from the perspective of the author. Why they disclosure themselves in two different ways: posts and stories? Is it because they perceived data permanence and interactivity which is two different media characteristics? How does the media characteristics affect the self-disclosure through privacy concerns and the motivation of social connections and entertainment? How does the feedback moderates the achieved gratification?
In this study, the questionnaire survey method was used. Participants were asked to fill out the questionnaire in front of the interviewer. The research subjects were mainly based on Instagram users who have the experience of posting posts and collect 60 participants. The results of this research indicate that IG users exactly perceived different media characteristics for IG Stories and posts. The Stories are higher levels of perceived interactivity and lower levels of perceived data permanence compared with the posts. Perceived interactivity eliciting higher levels of motivation of the social connections. It enables users to disclosure more positive informations on Instagram. At the same time, perceived interactivity eliciting higher levels of negative self-disclosure, however,motivation of the entertainment decrease negative self-disclosure. In addition, perceived date permanence effects on improving self-disclosure are not mediated by privacy concerns. Research results provide the theoretical contributions and practical advice to the application of Instagram Storeis.

論文審定書 ................................ ................................ ................................ . i
誌謝 ................................ ................................ ................................ ............ ii
摘要 ................................ ................................ ................................ ........... iii
Abstract ................................ ................................ ................................ ..... iv
第壹章、 緒論 ................................ ................................ .......................... 1
第一節 、 研究背景 ................................ ................................ ................................ .. 1
第二節、 研究動機 ................................ ................................ ................................ .. 2
第三節、 研究問題及目的 ................................ ................................ ...................... 5
第貳章、 文獻探討 ................................ ................................ .................. 6
第一節、 Instagram................................ ................................ ................................ .. 6
第二節、 自我揭露（ Self-disclosure）................................ ................................ 14
第三節、 使用與滿足理論（ Use and Gratification Theory） ............................. 22
第四節、 社群回饋（ Feedback） ................................ ................................ ........ 30
第參章、 研究方法 ................................ ................................ ................ 34
第一節、 研究方法 ................................ ................................ ................................ 34
第二節、 變數之定義及構面、問卷題項與設計 ................................ ................ 35
第肆章、 資料分析與結果 ................................ ................................ .... 43
第一節、 樣本統計 ................................ ................................ ................................ 43
第二節、 參與者描述統計分析 ................................ ................................ ............ 43
第三節、 假說檢驗 ................................ ................................ ................................ 60
第四節、 小結 ................................ ................................ ................................ ........ 85
第伍章、 結論與建議 ................................ ................................ ............ 88
第一節、 研究發現 ................................ ................................ ................................ 88
第二節、 研究問題之回答 ................................ ................................ .................... 93
第三節、 理論貢獻及實務意涵 ................................ ................................ ............ 95
第四節、 研究限制與未來方向 ................................ ................................ .... 99
第陸章、 參考文獻 ................................ ................................ .............. 102
附錄一、正式問卷 ................................ ................................ ................ 111

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