隨著 Web 2.0 的時代來臨，網路上有了更多「互動、分享和關係」的概念，
人們不僅單方面地從網路上獲得資訊，同時扮演資訊傳遞、創造的角色，並透過
互動創造更多討論和交換、發展社交關係。從 email 郵件、部落格到現今的社群
網站，其中又以 Facebook 最為流行，使用者高達九億多人。人們透過 Facebook
能夠獲得來自全球的消息，也能分享和表達發生在自己周遭的事情。
過去研究多以使用者為主體探討其 Facebook 使用行為，或是 Facebook 中單
一類型的分享行為。隨著網路上分享類型和分享訊息的轉變，Facebook 中包含
更多元的分享內容(例如：生活經歷、個人想法、新奇事物、資訊)和分享形式(例
如：照片、影片、連結)，Facebook 中不同類型分享行為分別受那些因素影響？
又各因素分別於何種分享類型中影響最顯著？是本研究探討的課題。
本研究根據社會資本理論和印象管理理論整理出八個影響變數：社會連結、
信任分享訊息、信任分享對象、增進人際關係、期望獲得回應、個人隱私顧慮、
個人行為顧慮和印象管理，並將 Facebook 塗鴉牆上的分享行為分為五種類型：
自我揭露、知識分享、影音分享、口碑分享和其他資訊分享，個別探討五種分享
行為的影響因素。將所蒐集的 232 份有效問卷，使用多元迴歸分析、單因子變異
數分析和多重比較法等統計方法，以 SPSS 17.0 進行分析。
根據研究結果，分別整理出五種分享類型的影響因素，並且比較出各因素影
響最大的分享類型。在學術上符合網路發展趨勢，完整探討各種分享類型並且互
相比較；在實務上提供各種類型訊息的設計方向，以使訊息能夠被有效分享與傳
遞。

With the era of Web 2.0, the Internet has gained the concept of "interaction, sharing and relationship." People not only obtain information on the Internet passively but also play the role of information creating and communicating. By interacting and sharing with others on the Internet, we have more exchanges and develop relationships. From email, blog to Social Network Site, we have multichannel to share on the Internet. Among all of these, Facebook is the most common-used. People use Facebook to obtain news all over the world. Also, users can share their life on Facebook.
Most researches dig on the Facebook users, their behavior on Facebook or focus on one kind of sharing behavior on Facebook. However, the content shared on Facebook becomes multiple, including daily life, personal taste or something new. There are also different ways to share on Facebook, including pictures, videos or links. By what is the different type of sharing on Facebook affected respectively? What type of sharing on Facebook does each factor influence the most? We will focus on these topics in this research.
Based on Social Capital Theory and Impression Management Theory, we use eight variables: Social Ties, Trust in Shared Message, Trust in Friends, Improving Relationship, Being Responded, Personal Private Concern, Personal Behavior Concern, and Impression Management. Also, we classify all of the sharing behaviors on News Feed into five types: Self Disclosure, Knowledge Sharing, Video Sharing, Word-of-Mouth Sharing, and Information Sharing. Data are collected from 232 questionnaires. The statistic methods we use are Regression Analysis, One-way ANOVA, and Multiple Comparison Method.
According to the result, we find out the influential factors of each type of sharing behavior on Facebook and the sharing behavior each factor affects the most. In academic standpoint, this study follows the trend of the Internet, observing every kind of sharing behavior and comparing each other. In practice, this study provides the design suggestion of each type of sharing on Facebook so that the message could be shared more often.

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