Instagram作為視覺性社群軟體，其按讚數對使用者來說是衡量人氣的重要指標之一。在2019年11月，Instagram宣布推出「隱藏按讚數」測試版功能。其目的為減少使用者的社會比較心理，期望使用者轉而更專注於所發佈的貼文內容。
本研究透過實驗設計，以網路問卷針對Instagram 使用者進行一組實驗，探討Instagram按讚數呈現方式（按讚數差距大 vs. 按讚數差距小 vs. 看不見按讚數）與不同貼文類型（自拍照vs.風景照）對使用者社交焦慮與持續使用意圖之影響，及使用者的社會比較傾向與自我建構類型是否對使用者社交焦慮產生調節效果。
研究結果發現，在按讚數差距大的情況下，使用者的社交焦慮會是最高；其次則是按讚數差距小的情況，在看不見按讚數的情況下，使用者的社交焦慮則最低。相較於發佈風景照，使用者發佈自拍照會產生更高的社交焦慮傾向。再者，社會比較傾向越高的使用者，會強化其發佈自拍照的社交焦慮。此外，當使用者為相依我類型時，會強化其發佈自拍的社交焦慮。最後，本研究結果亦發現，使用者的社交焦慮程度對於持續使用意圖並無顯著性的影響。

Instagram is a visual social media, and its number of likes is one of the important indicators for users to measure their popularity. In November 2019, Instagram announced the launch of the "hide the number of likes" function, which would be tested globally. The purpose of this function is to reduce the user's social comparison and focus more on the content of the posts.
This research explored how the present of Instagram likes and different types of posts affect users’ social anxiety and continuous use intention, and whether users’ psychological traits (social comparison tendency, self-construal) would moderate the users’ social anxiety. One experiment was conducted by using online questionnaires in this research.
This study found that users’ social anxiety would be the highest when the gap in the number of Instagram’s likes was large, followed by a small gap in the number of likes, and when the number of likes was not visible, the user’s social anxiety was the lowest. Compared with posting landscape photos, Instagram users posted selfie posts did have a higher tendency of social anxiety. Furthermore, Instagram users with higher social comparison increased their social anxiety for posting selfies. Finally, social anxiety of Instagram users with interdependent self-construal is weakened after posting a selfie. Finally, the results of this study also found that users’ social anxiety has no significant effect on their continuous use intentions.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節、研究背景 1
第二節、研究動機與目的 4
第三節、研究問題 7
第二章 文獻探討 8
第一節、社會比較 8
第二節、自我建構 12
第三節、社交焦慮 18
第三章 研究假設推論 23
第一節、研究架構 23
第四章 研究方法 30
第一節、研究對象 30
第二節、實驗設計 30
第五章 資料分析 40
第一節、研究樣本組成 40
第二節、信效度檢定 42
第三節、操弄性檢定 45
第四節、假說檢定 45
第五節、討論 55
第六章 結論 57
第一節、研究發現 57
第二節、研究貢獻 59
第三節、研究限制與未來方向 62
參考文獻 64
附錄一、前測問卷 84
附錄二、實驗問卷 85

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