Abstract:

Social media users’self-disclosure is studied in this article. Scale is developed based on Social Information Model (SIM)，Reducing Clue Theory (RCT) and Social Identity Model of Deindividuation Effects (SIDE)，to explore the status of users’self-disclosure in social media. Self-disclosure can be divided into 6 dimensions built on factor analysis，they are information on social property，daily interest，study and work， attitude， personality and personal privacy. Demographics of social media users is used as independent variable to explore its impact on self-disclosure. We found that women are more inclined to disclose themselves online， while the level of education also has a significant effect on the degree of self-disclosure.