在網際網路興起的現代，社群媒體已然是年輕族群生活中不可分割的一部份，也成為年輕人們認識自我的重要渠道。然而社群媒體有千百款，性質也不大相同，用戶們往往會策略性的根據情況選擇使用不同媒體。例如有些用戶在使用本人帳號時，傾向發表美好的甚至加工包裝過的內容以吸引他人眼球，而在使用假帳號或匿名性高的平台時，就傾向發表負面的言論。這個現象也反映出個人用戶在社群媒體上的多種面貌，也意味著人們時常在媒體上扮演著複數的角色。
為探討這現象發生的原因，本研究深入探討用戶在社群媒體上的行為，透過文獻探討與深度訪談蒐集資料，深入了解用戶行為背後是否存在著動機或其他情感要素。針對年輕族群，以自我概念與社群媒體的匿名性為基礎，提出「社群媒體參與的自我框架」，將媒體用戶區分為紀錄者、虛榮者、真實者與杜撰者四種角色，並探討用戶成為不同角色背後的動機。
本研究的貢獻在於，提供一個分類方式用以區分社群媒體上年輕族群的角色，可作為日後探討社群媒體用戶行為的參考，並且提出管理意涵，作為企業在社群媒體上執行策略之依據。

In modern times, social media play an important role to let the youth know themselves, and becoming part of the youth’s life along with the rising of the internet. However, there are thousands of social media, which have different features, making the users have the chance to choose what they need. For example, users prefer to beautify their contents to attract others while they show the real identity on the account, and post the controversial content if no one knows who they are. This phenomenon shows users usually play different characters on social media.
To discover what motivations will influence the users' behaviors, this study collects 25 young social media users' experiences based on in-depth interviews. Through the Self-discrepancy theory and the character theory, this study divide young social media users into four characters: the recorder, the vanity, the real, and the rumors. Each character represent different property, the recorder and the real belong to actual self; the vanity and the rumors belong to the ideal self.

英文文獻
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