Abstract
This paper examines the influence of social benefits and costs on self-disclosure in the context of micro-blogging in China. Data were collected from 441 micro-blogging users, employing an online survey. Self-disclosure is measured in terms of amount, depth, honesty, intent, and valence of disclosure. The study found that relationship building, enjoyment and trust in service providers are positively related to self-disclosure, while perceived anonymity of self and perceived risk are negatively related to self-disclosure. However, convenience of relationship maintenance and self-presentation are not related to self-disclosure.
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