隨著數位科技與社群媒體的快速發展，新興社群平台不斷出現，其中以Meta於2023年推出之Threads最具代表性。相較於以圖像為主的Instagram，Threads以文字為核心，強調即時互動與情感表達，吸引大量使用者進行日常分享與交流。然而，過去相關研究多集中於Facebook與Instagram，對於Threads此一新興平台之使用行為與心理機制仍缺乏深入探討。
本研究以Threads為研究對象，探討閱聽人在該平台上的自我呈現、自我揭露策略與情感依附關係，如何影響其使用態度與使用意圖，並進一步納入網路外部性與社會支持作為調節變項，建構整體研究架構。研究中將自我呈現策略區分為迎合型、自我提升型、模範型與尋求支持型；自我揭露則涵蓋情感宣洩、因應能力、自我澄清、社會認可與控制以及關係發展等構面；情感依附則依據不同種類的情感依附關係，探討如何影響閱聽人的使用模式態度與分享意圖，以及網路外部性與社會支持在這些關係中的調節作用
本研究採用問卷調查法蒐集資料，透過網路發放問卷，以Threads使用者為研究對象，並進行統計分析以驗證研究假設。研究結果顯示，不同的自我呈現策略與自我揭露功能對使用態度具有顯著影響，情感依附關係亦會影響使用者的使用意圖。此外，網路外部性與社會支持在上述變項與使用意圖之間具有部分調節效果。
本研究不僅補足Threads相關實證研究之不足，亦有助於理解新興社群平台中使用者行為與心理機制，並提供未來社群媒體經營與行銷策略之參考依據。

With the rapid development of digital technology and social media, emerging platforms continue to reshape user communication behaviors. Among these, Threads, launched by Meta in 2023, has rapidly gained prominence. Unlike the image-centric Instagram, Threads emphasizes text-based interaction, real-time communication, and emotional expression, attracting users to engage in everyday sharing and interaction. However, prior research has largely focused on platforms such as Facebook and Instagram, with limited attention given to emerging platforms like Threads.
This study examines how users’ self-presentation, self-disclosure, and emotional attachment influence their usage attitudes and behavioral intentions on Threads. Network externalities and social support are further incorporated as moderating variables. Data were collected through an online questionnaire survey of Threads users, and statistical analyses were conducted to test the proposed hypotheses. The results indicate that self-presentation strategies and self-disclosure functions significantly affect usage attitudes, while emotional attachment significantly influences behavioral intentions. In addition, network externalities and social support exhibit partial moderating effects.
This study contributes to the literature by addressing the research gap on Threads and provides insights into user behavior and psychological mechanisms on emerging social media platforms, offering practical implications for social media management and marketing strategies.

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