Instagram 允許個人藉由照片形式展現自我的機會,然而現今社群媒體 相關自拍照研究多專注於負面效果,如自戀以及自拍修圖時產生的焦慮感。 因此本研究嘗試探討自拍照人氣度與社會資本以及印象管理之間的正向關聯 性,並加入自尊以及擬社會互動分別做為研究假設中的調節變項以及中介變 項,探討線下自尊較低的 Instagram 用戶其自拍照人氣度可否藉由擬社會互 動,從而增強個人的社會資本以及印象管理。另外加入擬社會互動作為中介 變項旨在檢驗擬社會互動在使用者生成內容 (user generated content) 時代是 否可以突破擬社會互動發生時機的侷限性,意即從擬社會互動反向角度觀看 內容產製者是否亦可對自己產製的內容投射擬社會互動的情懷。
本研究採線上問卷調查法一共回收的有效樣本為 369 份 (N=369) ,有效 樣本回收率為 71.8%。本研究結果發現 Instagram 自拍照人氣度對 (a) 結合型、 (b) 橋接型社會資本以及印象管理具有直接效果,同時擬社會互動在 (a) 結合 型、(b) 橋接型社會資本以及印象管理亦具有部分中介效果,但自尊並沒有調 節自拍照人氣度藉由擬社會互動作為中介變項預測 (a) 結合型、(b) 橋接型社 會資本以及印象管理。但整體而言 Instagram 允許用戶透過自拍照人氣度提 升人際關係以及提升自我形象整飭。 

關鍵詞：Instagram、自拍照、人氣度、自尊、擬社會互動、社會資本、印象管理

Instagram could allow users to present themselves by posting their photos. However, most recent social media researches on selfies pay attention to negative effects. For example, narcissism and anxiety in users are caused by editing their photos before uploading. Therefore, this research attempts to explore positive association between social capital and impression management on popularity of selfies. Besides, this research adds the concept of self-esteem and parasocial interaction as moderator and mediator in order to probe Instagram users with low self-esteem upload the popular selfie whether they could enhance their social capital and impression management through parasocial interaction. The most important reason this research adds parasocial interaction as mediator is to break through the limitations of parasocial interaction in the user generated content era. In other words, this research attempts to use the opposite viewpoint to examine the concept of parasocial interaction. This research used the online questionnaire method and collected 369 questionnaires (N=369). The effective response rate was 71.8 percent. This research found that popularity of selfies on Instagram has a direct effect on (a) bonding social capital, (b) bridging social capital and impression management. Besides, parasocial interaction has partially mediated effect on (a) bonding social capital, (b) bridging social capital and impression management, but with parasocial interaction as mediator, self-esteem doesn’t moderate this model to predict (a) bonding social capital, (b) bridging social capital and impression management. However, on the whole, Instagram allows users to use their popularity of selfies to enhance their interpersonal relationship and self-image.

Key word: Instagram, selfies, popularity, self-esteem, parasocial interaction, social capital, impression management