摘要
本研究探討心理特徵自尊促發Facebook用戶經過取向性與方向性的社會比較行為後所產生的個人主觀幸福感。文中將針對以下關係提出假說:自尊對於意見取向之社會比較與能力取向之社會比較的路徑、自尊對向上之社會比較與向下社會比較的路徑、社會比較能力取向與意見取向對社會比較方向性的路徑、社會比較方向性對於個人主觀幸福感的路徑。以上衡量面向與變數，透過發放網路問卷，總共獲得408份有效問卷。
研究結果顯示自尊與方向性對於主觀幸福感有正向影響、能力取向之社會比較對於方向性存在正向影響、社會比較方向性對主觀幸福感有正向影響，但自尊對於能力取向之意見比較與向上比較沒有明顯關係、意見取向之社會比較對社會比較的兩個方向關係並不存在。研究結果的應用將於最後一章節作說明。

關鍵字：自尊、社會比較、主觀幸福感

Summary
This paper explores how self-esteem affect the personal subjective well-being of Facebook users after the orientation and direction of social comparison behavior. The paper will propose the hypothesis of the following relationship: the path of self-esteem for the social comparison of opinion orientation and ability orientation, the path of self-esteem versus upward comparison and downward comparison、the path of orientation of social comparison to the direction of social comparison、the path of direction of social comparison to the path of personal subjective well-being. This paper takes advantage of the four constructs and receives 408 valid online questionnaires.

The results show that self-esteem and the direction of social comparison have positive impact on subjective well-being、The social comparison of ability orientation has positive impact on directionality of social comparison、and directionality of social comparison has positive impact on subjective well-being. However, there is no obvious relationship between self-esteem and social comparison of ability orientation、self-esteem and upward social comparison. The relationship of social comparison of opinion orientation does not exist in the two directions of social comparison. The application of the results of the research will be explained at the end of the chapter.

Key words：Self-esteem、Social comparison、Subjective well-being

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