印象管理策略跟分享意圖的關聯： 檢視圖文作家的臉書貼文風格

中文摘要

近年來社群媒體蓬勃發展，而臉書又以最多使用者佔據第一。本 研究採用線上調查實驗，結合社群媒體及商業經營，聚焦在圖文作家 的自我及他人導向印象管理策略，延伸探討品牌在社群媒體上的印象 管理，並且將商業性廣告對臉書使用者觀感視為重要影響變項。結果 發現，臉書使用者觀看他人導向印象管理策略之貼文會有較好的態度， 在商業性部分，含有商業性訊息之貼文對其態度不會造成影響，此外， 使用者對貼文態度愈高，愈能顯著預測其分享意圖。

關鍵詞：他人導向策略、印象管理、圖文作家、Facebook 品牌經營

 The relationship between impression management strategy and sharing intention: Exploring Facebook chart article creators’ post style

Abstract

In recent years, we have seen the boom in social media. In Taiwan, Facebook’s user is far more than other social media. The study focuses on the self- and other-focused impression management strategies used by chart article creators, exploring brand’s Impression management on Facebook by online survey experiment. Moreover, the study also examined the effect of advertising when chart article creators writing posts. The results found that Facebook users have better attitudes when they browse the posts using other-oriented impression management strategy. On the other hand, posts containing commercial information will not affect the attitudes toward the posts. In addition, users’ attitude toward the posts can significantly predict their sharing intentions.

Keywords: others‐focused strategy, impression management, chart article creator, Facebook brand management