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題名 暢所欲言？以隱私計算理論探討Threads公開帳號使用者之自我揭露行為
Speak Freely? Exploring Self-Disclosure on Public Threads Account through Privacy Calculus Theory
作者 盧瑀婕
Lu, Yu-Chieh
貢獻者 韓義興
Han, Yi-Hsing
盧瑀婕
Lu, Yu-Chieh
關鍵詞 社群媒體
隱私計算
自我揭露
自我效能
錯失恐懼
心理安全感
Threads
Social media
Privacy calculus
Self-disclosure
Self-efficacy
Fear of missing out
Psychological safety
日期 2026
上傳時間 2-Mar-2026 11:52:18 (UTC+8)
摘要 本研究旨在探討新興社群平台Threads上公開帳號使用者之自我揭露行為，並以隱私計算理論（Privacy Calculus Theory）為核心理論基礎，探尋其在Threads上進行自我揭露時，將如何在感知利益與感知風險間權衡。除上述隱私計算之變項外，本研究進一步納入自我效能、歸屬感、錯失恐懼作為影響自我揭露行為之補充因素，以呈現使用者在面對社群互動時的內在動力與心理歷程。同時，亦引入心理安全感作為調節變項，探討其對隱私計算機制與自我揭露行為之間關係的調節效果。 本研究採用線上問卷調查法，最終回收401份有效樣本，並以JASP進行結構方程式模型(SEM)及線性迴歸(Linear regression)分析。研究結果顯示，隱私計算機制仍為Threads公開帳號使用者自我揭露之重要決策基礎，其中感知風險對自我揭露程度具有顯著負向影響;感知利益則對自我揭露程度與意圖性皆具顯著正向影響。其中自我效能對自我揭露程度與意圖性之影響雖未達顯著，惟研究推論其可能透過「選擇性揭露」間接形塑使用者之揭露樣態。 另一方面，歸屬感與錯失恐懼之心理機制亦成為推動自我揭露的重要因素，凸顯出年輕使用者在即時社群互動中的參與需求。此外，心理安全感亦對隱私計算機制與自我揭露間之影響具備正向調節效果，顯示當使用者感受到較高之安全氛圍時，風險所帶來的抑制作用將顯著降低。 整體而言，本研究展示了理性權衡機制與心理需求將如何共同形塑使用者之揭露決策，並提供理解Threads公開帳號使用行為之新脈絡。
This study aims to examine the self-disclosure behaviors of public account users on the emerging social media platform Threads. Grounded in Privacy Calculus Theory, the research investigates how users weigh perceived benefits against perceived risks when engaging in self-disclosure on Threads. In addition to the core variables of privacy calculus, this study incorporates self-efficacy, social belonging, and fear of missing out (FoMO) as supplementary factors influencing self-disclosure, thereby capturing users’ internal motivations and psychological processes within social interactions. Psychological safety is further introduced as a moderating variable to explore its moderating effect on the relationships between privacy calculus mechanisms and self-disclosure behaviors. An online questionnaire survey was employed, yielding 401 valid responses. Structural Equation Modeling (SEM) and linear regression analyses were conducted using JASP. The results indicate that privacy calculus remains a key decision-making foundation for self-disclosure among public account users on Threads. Perceived risk shows a significant negative effect on the level of self-disclosure, whereas perceived benefit exhibits significant positive effects on both disclosure level and disclosure intention. Although the influence of self-efficacy on disclosure level and intention did not reach statistical significance, the study infers that self-efficacy may indirectly shape disclosure patterns through “selective disclosure.” Moreover, the psychological mechanisms of social belonging and FoMO also serve as important drivers of self-disclosure, highlighting young users’ strong need for participation in real-time social interactions. Additionally, psychological safety demonstrates a positive moderating effect on the relationships between privacy calculus variables and self-disclosure, suggesting that when users perceive a higher sense of safety, the inhibiting effects of risk are substantially reduced. Overall, this study illustrates how rational cost–benefit processes and psychological needs jointly shape users’ disclosure decisions and provides new insights into understanding public account usage behaviors on Threads.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
112464045
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112464045
資料類型 thesis
dc.contributor.advisor 韓義興zh_TW
dc.contributor.advisor Han, Yi-Hsingen_US
dc.contributor.author (Authors) 盧瑀婕zh_TW
dc.contributor.author (Authors) Lu, Yu-Chiehen_US
dc.creator (作者) 盧瑀婕zh_TW
dc.creator (作者) Lu, Yu-Chiehen_US
dc.date (日期) 2026en_US
dc.date.accessioned 2-Mar-2026 11:52:18 (UTC+8)-
dc.date.available 2-Mar-2026 11:52:18 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2026 11:52:18 (UTC+8)-
dc.identifier (Other Identifiers) G0112464045en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161826-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 112464045zh_TW
dc.description.abstract (摘要) 本研究旨在探討新興社群平台Threads上公開帳號使用者之自我揭露行為，並以隱私計算理論（Privacy Calculus Theory）為核心理論基礎，探尋其在Threads上進行自我揭露時，將如何在感知利益與感知風險間權衡。除上述隱私計算之變項外，本研究進一步納入自我效能、歸屬感、錯失恐懼作為影響自我揭露行為之補充因素，以呈現使用者在面對社群互動時的內在動力與心理歷程。同時，亦引入心理安全感作為調節變項，探討其對隱私計算機制與自我揭露行為之間關係的調節效果。 本研究採用線上問卷調查法，最終回收401份有效樣本，並以JASP進行結構方程式模型(SEM)及線性迴歸(Linear regression)分析。研究結果顯示，隱私計算機制仍為Threads公開帳號使用者自我揭露之重要決策基礎，其中感知風險對自我揭露程度具有顯著負向影響;感知利益則對自我揭露程度與意圖性皆具顯著正向影響。其中自我效能對自我揭露程度與意圖性之影響雖未達顯著，惟研究推論其可能透過「選擇性揭露」間接形塑使用者之揭露樣態。 另一方面，歸屬感與錯失恐懼之心理機制亦成為推動自我揭露的重要因素，凸顯出年輕使用者在即時社群互動中的參與需求。此外，心理安全感亦對隱私計算機制與自我揭露間之影響具備正向調節效果，顯示當使用者感受到較高之安全氛圍時，風險所帶來的抑制作用將顯著降低。 整體而言，本研究展示了理性權衡機制與心理需求將如何共同形塑使用者之揭露決策，並提供理解Threads公開帳號使用行為之新脈絡。zh_TW
dc.description.abstract (摘要) This study aims to examine the self-disclosure behaviors of public account users on the emerging social media platform Threads. Grounded in Privacy Calculus Theory, the research investigates how users weigh perceived benefits against perceived risks when engaging in self-disclosure on Threads. In addition to the core variables of privacy calculus, this study incorporates self-efficacy, social belonging, and fear of missing out (FoMO) as supplementary factors influencing self-disclosure, thereby capturing users’ internal motivations and psychological processes within social interactions. Psychological safety is further introduced as a moderating variable to explore its moderating effect on the relationships between privacy calculus mechanisms and self-disclosure behaviors. An online questionnaire survey was employed, yielding 401 valid responses. Structural Equation Modeling (SEM) and linear regression analyses were conducted using JASP. The results indicate that privacy calculus remains a key decision-making foundation for self-disclosure among public account users on Threads. Perceived risk shows a significant negative effect on the level of self-disclosure, whereas perceived benefit exhibits significant positive effects on both disclosure level and disclosure intention. Although the influence of self-efficacy on disclosure level and intention did not reach statistical significance, the study infers that self-efficacy may indirectly shape disclosure patterns through “selective disclosure.” Moreover, the psychological mechanisms of social belonging and FoMO also serve as important drivers of self-disclosure, highlighting young users’ strong need for participation in real-time social interactions. Additionally, psychological safety demonstrates a positive moderating effect on the relationships between privacy calculus variables and self-disclosure, suggesting that when users perceive a higher sense of safety, the inhibiting effects of risk are substantially reduced. Overall, this study illustrates how rational cost–benefit processes and psychological needs jointly shape users’ disclosure decisions and provides new insights into understanding public account usage behaviors on Threads.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 1.1.1 新興社群平台Threads之崛起與特色 1 1.1.2 理性與認知、情感的拉鋸:社群媒體時代下的隱私弔詭 3 1.1.3 公開帳號下之心理因素驅動:自我效能與錯失恐懼之影響 5 1.1.4 心理安全感之調節作用 7 第二節 研究目的與問題 9 第三節 研究貢獻與架構 10 第二章 文獻回顧 12 第一節 自我揭露(Self-disclosure）12 第二節 隱私計算理論(Privacy Calculus Theory, PCT) 17 2.2.1 隱私計算理論之定義與背景 17 2.2.2 感知風險(Perceived Risk) 20 2.2.3 感知利益(Perceived Benefit) 23 第三節 自我效能(Self-efficacy) 27 第四節 歸屬感(Sense of belonging) 31 第五節 錯失恐懼(Fear of Missing Out, FoMO) 34 第六節 心理安全感(Psychological Safety) 38 第三章 研究方法 41 第一節 研究對象與研究操作 41 第二節 研究架構與假設 43 第三節 研究變項 45 3.3.1 人口變項及社群媒體使用狀況 46 3.3.2 自我揭露 47 3.3.3 感知風險 50 3.3.4 感知利益 51 3.3.5 自我效能 54 3.3.6 歸屬感 56 3.3.7 錯失恐懼 57 3.3.8 心理安全感 58 第四節 預試問卷結果與修正 60 第四章 研究結果 61 第一節 描述性統計分析 61 4.1.1 參與者基本資料 61 第二節 結構方程式(SEM)模型分析 65 4.2.1 驗證性因素分析(Confirmatory Factor Analysis, CFA) 65 4.2.2 補充分析:研究架構調整與假設修正 71 4.2.3 信度分析 76 4.2.4 修正後整體結構模型適配度 78 4.2.5 結構分析 80 4.2.6 調節效果 82 第五章 結論 87 第一節 研究發現與討論 87 5.1.1 Threads使用者之隱私計算機制與自我揭露 87 5.1.2 Threads使用者之自我效能與自我揭露 93 5.1.3 Threads使用者之歸屬感、錯失恐懼與自我揭露行為 95 5.1.4 Threads使用者心理安全感之調節作用 98 第二節 研究貢獻 101 第三節 研究限制與未來研究建議 103 5.3.1 研究限制 103 5.3.2 未來研究建議 104 參考文獻 106 附錄一 預試問卷 128 附錄二 預試問卷信度檢測結果 137zh_TW
dc.format.extent 3164428 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112464045en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 隱私計算zh_TW
dc.subject (關鍵詞) 自我揭露zh_TW
dc.subject (關鍵詞) 自我效能zh_TW
dc.subject (關鍵詞) 錯失恐懼zh_TW
dc.subject (關鍵詞) 心理安全感zh_TW
dc.subject (關鍵詞) Threadsen_US
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Privacy calculusen_US
dc.subject (關鍵詞) Self-disclosureen_US
dc.subject (關鍵詞) Self-efficacyen_US
dc.subject (關鍵詞) Fear of missing outen_US
dc.subject (關鍵詞) Psychological safetyen_US
dc.title (題名) 暢所欲言？以隱私計算理論探討Threads公開帳號使用者之自我揭露行為zh_TW
dc.title (題名) Speak Freely? Exploring Self-Disclosure on Public Threads Account through Privacy Calculus Theoryen_US
dc.type (資料類型) thesisen_US
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