| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 104 === The bloom of SNS drives the change of social pattern of people and highlights the importance of impression management. The real-name system of Facebook brings about the problem that how to face the imagine audience between online and offline context. This research probes how Facebook users' different personalities influence privacy control settings and impression management when under context collapse. Besides, this research considers imagined audiences as variable to investigate the relationship among imagined audience, privacy concern and privacy setting control. Structural equation model is used as research method and found that when users' imagined audiences get more, he/she will have more privacy concern and privacy setting control. There is privacy contradiction in this research. Although people have privacy concern, they still choose to present themselves on SNS. When highly affinity-seeking Facebook user using the modeling strategy, he/she will have privacy concern first. This shows that social privacy concern mediates the relationship between affinity-seeking and modeling strategy.
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