Understanding the continuous self-disclosure of bloggers from the cost-benefit perspective

This study aims to understand the factors that influence bloggers' continuous self-disclosure from the cost-benefit perspective and the self-disclosure theory. From the “benefits” aspect, it investigates the influence of self-disclosure on bloggers' self-esteem, social life, and positive affect. From the “cost” aspect, it discusses the influence of self-disclosure on bloggers' loss of face, privacy, and negative affect. The study then discusses the influence of these factors on bloggers' subjective well-being, along with the benefits and the costs resulting from blogging. Finally, it probes into how the individuals' intention to continuously blog and the perception of subjective well-being influence their continuous self-disclosure in blogs. As a whole, compared to “negative costs”, the “positive benefits” obtained by bloggers from self-disclosure have greater influence on their perception of subjective well-being and stimulate their intention and behavior toward continuous self-disclosure in blogs.