Many explanations have been proposed regarding people’s willingness to disclose information on social network sites (SNSs). Focussing on the reciprocal nature of such sites, this study explores the significant role observational learning (OL) plays in determining users’ willingness to self-disclose information on Facebook. It demonstrates how the ability to view other users’ actions—and the rewards and setbacks they encounter—impinge on their risk assessment and resulting disclosure behavior. Using an online survey of 742 Facebook users and an experiment conducted with 264 such participants, we demonstrated that users learn from others regarding self-disclosure behavior and resulting gains/losses. We showed that the observation mechanism contributes to reward envy, that leads to a high level of self-disclosure behavior. By contrast, observation of risks has only a marginal effect on such undertakings.

中文翻译：

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看着我看着你：观察性学习如何影响社交网站上的自我披露？

关于人们是否愿意在社交网站（SNS）上公开信息，已经提出了许多解释。着眼于此类网站的对等性质，本研究探索了观察性学习（OL）在确定用户愿意在Facebook上自我披露信息的意愿中的重要作用。它演示了查看其他用户的行为的能力以及他们遇到的奖励和挫折，如何影响他们的风险评估和由此产生的披露行为。通过对742位Facebook用户的在线调查以及与264位此类参与者进行的实验，我们证明了用户可以从其他人那里学习有关自我披露行为以及由此带来的收益/损失。我们发现观察机制有助于奖励嫉妒，从而导致高度的自我披露行为。相比之下，