隨著社群網站興起，人們對於形體美的要求越來越重視，透過網路分享個人資訊已形成風氣，但卻甚少研究探討男大學生自戀人格特質與社群網站自我揭露對微整形意圖影響程度。透過歸納過去文獻，本研究發展出自戀人格特質量表、社群網站自我揭露量表與微整形意圖量表的衡量構面，並且採用皮爾森積差相關與迴歸分析本研究各變項間的關聯，以臺灣男性大學生為研究對象，共蒐集406份有效樣本。研究結果發現男大學生自戀人格特質愈來愈明顯，他們會提高在社群網站自我揭露以獲得情感及資訊的支持，同時在不考慮費用的狀況下，會願意以微整形方式改善臉部瑕疵。因此，期望透過本研究，提供美容醫學相關產業行銷時，鎖定男大生自戀人格特質與社群網站自我揭露程度作為思考行銷策略的依據。
With the prevalence of social networks, the expectations for physical beauty have become high. Although there has been a trend of sharing information through the Internet in recent years, few studies have explored the narcissistic personality traits of male college students and the degree of influence of self-disclosure on social websites towards the intention of microplastic surgery. Thus, this study aims to explore the behavior of college male students in terms of social network sites self- disclosure, and to narcissistic personality traits and the media’s effects on the microplastic intentions.
This research collected 406 valid samples from the media users through online survey. The research findings constructed narcissistic personality quality scale, self-disclosure scale on social websites, and microplastic intentions scale to examine narcissistic personality traits, social network sites self-disclosure and microplastic intentions. SPSS is applied to examine the relationships among variables in this study.
The results reveal that narcissistic personality traits of male college students are becoming ordinary. Their self-disclosure behaviors on social networking sites are increasing to obtain emotional and informational support. Furthermore, they are willing to undergo micro-plastic surgery to improue facial defects. This study will serve as a base for futuse study and potential marketing strategies of cosmetic industry towards male college students’ narcissistic personality traits and self-disclosure behaviors on social network sites.
