為探討社群媒體中閃照的印象形塑,本研究從行為動機推測與社會規範的角

度,控制觀者與閃照發布者間的人際相似性與閃照親密度,探討變項對閃照印象

的影響。透過線上實驗法,共回收 406 份有效樣本。研究結果發現:當觀者覺得

自己與閃照發佈者間有高相似性,會認為兩人的動機相近性越高,進而對閃照形

塑較正面的印象;若閃照顯現的親密度低(牽手),被認為較符合社會規範,觀

者對該閃照的印象也較正面。

 In order to explore the impression formation of PDA photos in social media, researchers control intimacy of PDA photos and the interpersonal similarity between the viewers from the perspective of social norms and motivation speculation, exploring the effect of variables on impression formation of PDA photos. Through online experiments, a total of 406 valid samples were recovered. The results of the study found that: when viewers feel that they are similar to the publisher of the PDA photos, they will think that their motivations of posting PDA photos are more similar, and then they will have a more positive impression of the photos; if the PDA photos show low intimacy (like holding hands) are considered to be more in line with social norms, and viewers have a more positive impression of the PDA photos as well.