隨著社群媒體飛速發展，現今社群媒體溝通所具備的透明度和便捷性，為很多組織帶來了諸多好處和良機。各組織面向外部的活動和工作得到了發展，與此同時，組織内部的成員與組織外界亦形成了更加透明的聯繫。社群媒體溝通的透明度和組織與外部共享的訊息的透明影響了組織内部成員的情感和行為，從而潛移默化地改變了整個組織。因此，本研究站在透明度的視角俯瞰，探討了社群媒體溝通如何通過改變成員的互動心境來影響整體的組織績效。期許將能為社群媒體、透明度、組織管理領域提供新的觀點，並為未來的相關研究提供建議。

With the development of social media, the transparency and convenience of social media communication have brought benefits and opportunities to organizations. Organizations’ external activities and work have been developed. However, members of organizations have formed a more transparent connection with the outside world. The transparency brought about by social media and shared external information influences the affections and behaviors of members in an organization, thus subtly altering the whole organization. Hence, from the perspective of transparency, we explored how social media communication affects organizational performance by changing members’ interactive affections. We sincerely hope that we will be able to offer new viewpoints and provide potential suggestions for related future studies in the research fields of social media, transparency, and organizational management.

CHAPTER 1. INTRODUCTION 1
CHAPTER 2. LITERATURE REVIEW 6
2.1 Social Identity and Group Comparison 6
2.1.1 Members’ Affections and Behaviors 7
2.1.2 Perceived Organizational Prestige 10
2.2 Organizational Transparency in Social Media 11
2.2.1 The Affordances of Social Media 14
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES 17
3.1 Research Model 17
3.1.1 The Effect of Transparency on Perceived Organizational Prestige 18
3.1.2 The Effect of Perceived Organizational Prestige on Interactive Affection 19
3.1.3 The Effect of Interactive Affection on Transparency 20
3.1.4 Interactive Affection and Performance 22
3.2 Construct Measurements 23
3.2.1 External Transparency (ETR) 23
3.2.2 Internal Transparency (ITR) 24
3.2.3 Perceived Organizational Prestige (POP) 25
3.2.4 Social Identity (SID) 25
3.2.5 Interaction (INT) 26
3.2.6 Individual Performance (IPE) 27
3.2.7 Social Media (SME) 28
3.2.8 Control Variables and Types of Social Media 29
CHAPTER 4. RESEARCH RESULTS 30
4.1 Survey Administration 30
4.2 Data Analysis and Results 33
4.2.1 Measurement Model Test 33
4.2.2 Structural Model Test 35
4.2.3 Model Generalization 39
CHAPTER 5. DISCUSSION 40
5.1 Interpretation of Results 40
5.2 Theoretical Contributions 44
5.3 Practical Implications 46
5.4 Limitations and Future Research 48
CHAPTER 6. CONCLUSIONS 49
REFERENCE 50

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