The Analysis of Facebook Users’ Individual Differences, Brand Information Disclosure Behavior, and Their Construction of Self-concept

With the coming of “Net Generation”, “Social Network Sites” （SNSs） has become indispensable for people to fulfill their needs to exchange information and to socialize. The construction of self-concept has therefore, been extended from offline to online world. This research aims to explore the relationship among Facebook users’ individual differences, brand information disclosure behavior, and their construction of self-concept. The study proposed a model based on prior literature and empirically tested it for further analysis. This research has received 276 valid questionnaires, and adopted Structural Equation Modelling（SEM） and SmartPLS to verify the relationship among the research constructs. The research showed that “self-presentation through brand” had positive effect on all the three constructs of the “construction of self-concept”, and users’ individual degree of “self-monitoring” and “self-concealment” had separately its positive effect on “self-maintenance” and “self-protection”. Moreover, users’ individual degree of “need for uniqueness”, “fear of missing out” and “self-needs” had also positive relationship with their need of “self-presentation through brand”.