社群網站Facebook是現在人們進行網路社交活動重要的網站之一，使用者之大頭貼照則是在此網站上代表個人身分的照片。本研究為探索型研究，採用線上問卷調查方式進行，在Facebook中分別發放兩份問卷給兩個族群使用者：1) 選用特定五種類型大頭貼照30位使用者，探討其大頭貼照使用經驗、人格特質、選用目前大頭貼照的原因；2) 與前項受試者不相識的120位觀看者，檢視其大頭貼照使用經驗以及對於觀看前項受試者使用的五種類型大頭貼照後的感受。研究結果發現使用者認知大頭貼照是展示自我的媒介，在管理線上個人形象時，觀眾的心理感受也是使用者會考慮的因素之一，因此具有不同的動機會選擇不同的大頭貼照類型。而人格特質中之謹慎性及神經質影響大頭貼照類型選擇，並且大頭貼照在使用者與觀看者間之間是存在觀感差異的。

Facebook is one of the most important social networking sites nowadays; the profile picture of Facebook is the identity that represents a person online. The exploratory research adopted two related online questionnaire surveys that were distributed to two different groups in Facebook: 1) 30 users who chose five specific types of profile pictures - to reveal the experiences of profile pictures use, their personality traits, and the reasons of choosing current profile pictures, and 2) 120 users that were no acquaintance with the previous group - to examine the experiences of profile pictures use and the impression after viewing five specific profile pictures from the users in previous group. The findings demonstrated that Facebook users are aware of the profile picture as a way for self-presentation, the audience's feeling is one of the factors that users will consider when manage their online impression. Facebook users will choose different types of profile picture when they have different reasons or motivation. The personality findings provided evidences that the traits of conscientiousness and neuroticism would influence the choice of profile picture types. In addition, there are perception discrepancies exist between users and viewers.

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