摘 要
近年來，隨著網絡科技的不斷進步，社群媒體的使用已成為人們的日常習慣，相關的使用行為研究也逐漸增多。本研究利用隱私計算理論，從利益層面（感知益處、感知可控性）和成本層面（感知隱私風險）探討使用者在Instagram限時動態上的自我揭露行為。研究通過便利抽樣法發放網絡問卷，共回收336份有效問卷，並建立結構方程模型驗證假設。結果顯示，Instagram限時動態的感知暫時性使用戶獲得樂趣等正面感受，提升了對自身資訊的掌控程度，減少了對隱私風險的預期，對自我揭露有積極影響。用戶在決定是否在Instagram限時動態發布資訊時，主要考慮的是能從中獲得的益處。研究結論可為相關平台的優化提供參考。
關鍵詞：Instagram、限時動態、隱私計算理論、自我揭露
Abstract
With the advancement of Internet technology, social media has been integrated into daily life, and research on user behavior is increasing. This study, based on privacy calculus theory, examines self-disclosure behaviors on Instagram Stories, by weighing benefits (like perceived benefits and control) against costs (such as perceived privacy risks). We gathered 336 valid online questionnaires using convenience sampling and tested the hypotheses with a structural equation model. The findings indicate that the temporary nature of Instagram Stories provides users with positive experiences, enhances their control over personal information, reduces perceived privacy risks, and encourages self-disclosure. Users primarily focus on the benefits of Instagram Stories when deciding to share content. These insights can help platform operators optimize their services.
Keywords: Instagram, Instagram Stories, Privacy Calculus Theory, Self-Disclosure