社交媒介的蓬勃發展，消費者的購買行為隨之改變。過去自我揭露相關研究大多研究著重自我揭露對於使用者自身的影響，較少探討自我揭露對網路平台所產生的影響。因此，本研究以社群商務網站「Fashion Guide時尚美妝傳媒」之使用者為標的，從揭露決策模型的觀點探討個人面的社會臨場感，及情境面的網路特性，包含：網路強度及網路中心性，對自我揭露程度的影響，並進一步探討自我揭露對於平台產生的承諾。透過問卷調查，本研究總共蒐集303份有效問卷，結果顯示社會臨場感、網路中心性及網路強度會正向影響自我揭露深度；社會臨場感及網路強度會正向影響自我揭露廣度；自我揭露深度及廣度會強化使用者虛擬社群意識，並進而提升對於平台的承諾。

Previous studies discuss the antecedents of self-disclosure mainly on the basis of personal benefits or interpersonal relationships, but few studies focus on network situations or personal differences. In addition, previous studies mostly shed lights on the impacts of self-disclosure on the users, rather than on online retailers. Based on the Disclosure Decision Model, this study investigates the influences of social presence (situational perspective), and the influences of network characteristics (personal perspective) on self-disclosure, which will further impact continuance commitment toward online retailers. Questionnaire survey was used to collect data from 303 respondents who have ever used Fashion Guide website. The findings show that social presence, network centrality, and network strength have positive influence on depth of self-disclosure, whereas social presence and network strength positively impact breadth of self-disclosure. Both depth and breadth of self-disclosure influence sense of community, which will further have impacts on commitment toward online retailers. The findings would provide suggestions and recommendations for online retailers to enhance users’ disclosure behaviors in social commerce Websites.

隨著社交媒介的蓬勃發展，像是：Facebook、Twitter及Line，消費者的購買行為也隨之改變，消費者在購買不熟悉或是高單價的商品之前，會透過網路平台來尋求更多資訊，以降低決策風險，或是在網路社群中進行合購或是購物，因而形成了社群商務。社群商務被視為電子商務的其中一種類型，合併了社群網站及電子商務，亦即透過社交媒介，使用者可以參與商品或服務的購買及銷售。相較於傳統的推薦機制或是線上評論，訊息來源可能是業者行銷策略下所創造出的產物，社群網路成員彼此之間往往具有直接或是間接的脈絡關係，成員之間所提供的意見具有較高的可信程度，因此導致線上社群不斷蓬勃發展。因此，業者可以藉由使用者自我揭露行為，了解使用者對於產品的評價及需求，或是透過使用者關於產品使用的自我揭露來進行口碑行銷，免費宣傳商品，有助於掌握商機並創造利潤。本研究歸納以下三點實務建議，以作為業者經營社群媒體時之參考。第一點、社群商務平台中，若是能夠讓使用者充分感受到社群商務網站所提供豐富資訊，有機會與他人互動性溝通時，有助於提升使用者自我揭露的深度與廣度，因此建議廠商可以透過建構具有高度臨場感的社群網站，讓使用者可以在社群商務網站上討論商品；第二點、在網路中與他人連結程度高及位處於網路中心位置的使用者，會因為其在網路結構中所處的極佳位置或是扮演重要角色，而積極與他人進行互動與交流，因此廠商應當要觀察與尋找這些重要的關鍵人物，當商品能夠取信於這些關鍵成員時，能夠透過自然而然的互動，降低其他成員對於產品可能知覺的風險；第三點、使用者會因為自我揭露，因而對於互動的社群產生歸屬感及情感連結，並且潛移默化地對於廠商產生承諾，有助於未來的產品銷售，因此廠商應當致力於社群商務平台經營，以提升自我揭露訊息的品質與數量。

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