چکیده (انگلیسی):

Facebook and other social network sites (SNSs) are quickly becoming one of the most popular tools for social communication and marketing. The present research examined factors that affect consumers' self-disclosure and participation of commercial activities on Facebook across two markets. Drawing upon the social exchange model, the uses and gratification model, and the social identity model, a conceptual model was developed and estimated. The major independent variables included perceived convenience, self-presentation, enjoyment, perceived risk, and social influence. Focusing on youth consumers, the model was tested by using data collected in Hong Kong and Japan. Findings across these two markets reflect cross-market similarities and differences that are related to consumers' motivation of using Facebook. Both theoretical and practical implications were drawn from these findings.