This study applies four functions of the social functions of gossip; including information, entertainment, influence, and friendship, to examine how these functions affect the academic self-efficacy and well-being of students when they gossip on Facebook. In addition, the moderating effect of intensity (number of hours spent daily on Facebook, and henceforth, “intensity”) on Facebook is used to explore the relationships between the social functions of gossip and academic self-efficacy, as well as the social functions of gossip and the well-being of students in universities in Taiwan. The results show that information functions have a positive relationship with academic self-efficacy. Similarly, the influence functions have a positive relationship with well-being. However, the moderating effect (intensity) on Facebook has a negative impact on the relationships between the social functions of gossip and academic self-efficacy, as well as the social functions of gossip and well-being. In more detail, the degree of intensity on Facebook has a specific amount of impact on the relationships between information function and academic self-efficacy: the entertainment function and well-being. This study contributes to the development of the social functions of gossip, and it is likewise very useful for research on psychological factors, attitudes, as well as the behavior of students when they join in gossiping activities on Facebook. In addition, the main purpose of this study is to lead students to participate in Facebook in a positive way. Implications and limitations discussed in this study.

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