網路的發達使得人們能夠無時無刻與他人保持聯繫，而在眾多社群平台林立的現今，Instagram以其專注於圖片的特性獲得使用者青睞，是目前成長最快速的社群網絡之一。然而，英國公共衛生皇家學會Royal Society for Public Health（RSPH, 2017）的調查卻指出，Instagram其實是目前對心理健康帶來最多負向影響的社群平台，若從Higgins（1987）的自我差距理論（self-discrepancy theory）來剖析此現象可知，人如果在不同自我面向的表現行為出現過大差距，將會造成不同型態的情緒困擾，而強調圖片的Instagram因為允許使用者透過編輯照片與圖文內容來呈現自我的不同面向，推測這可能就是造成用戶情緒問題的潛在原因；除此之外，Instagram同時擁有兩種發文功能，因其特性差異也可能會讓使用者有不同面向的自我呈現。本研究先針對測量工具進行編擬，發展適用於Instagram平台的自我呈現測驗；接著探討不同情緒狀態的使用者在Instagram的發文行為表現，並將華人文化性格中的辯證自我程度納入調節變項考量。研究一結果顯示，以383位Instagram使用者為量表編製分析對象，得到本研究編擬的Instagram自我呈現量表與臉書自我呈現量表的因素結構一致，同樣可將社群平台上的個人自我區分為：「真實我」、「理想我」、「虛假我 – 欺騙」、「虛假我 – 比較/印象」與「虛假我 – 探索」五個因素；研究二則分析了137位Instagram使用者的發文行為，結果顯示，情緒狀態差異確實會對使用者發文功能選擇產生影響，然而文化性格中的辯證自我程度並不具調節效果。本文最後針對結果進行討論，並提出研究限制與對相關研究議題的後續發展建議。

Instagram is favored by users due to its feature of focusing on pictures; however, the survey of Royal Society for Public Health pointed out that Instagram has the most negative impact on mental health. To explain this phenomenon by Higgins’ self-discrepancy theory, individuals will experience different types of emotional distress if they have excessive gaps in different self-aspects performance behaviors. The emphasis on pictures allows Instagram users to edit photos and content to present different aspects of their selves, potentially causing them suffering from emotional issues. In addition, Instagram has two different posting functions, which may make users have different degrees of self-presentation because of the distinct characteristics. Study 1 translated and modified the measuring tool from the Self-presentation on Facebook Questionnaire (SPFBQ) to examine the self-presentation on Instagram among Taiwanese users; study 2 conducted a survey to find out whether people will choose different posting functions under negative affect, and take dialectical self, a Chinese cultural personality, into consideration. Study 1 analysis 383 participants and found out that the Self-presentation on Instagram Questionnaire has the same factor structure as SPFBQ. In study 2, 137 participants completed the survey and the result indicated that negative affect would influence the users’ selections of posting functions; however, the cultural personality does not have impact on the relationship.

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