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 ldquobenefitsrdquo aspect, it investigates the influence of self-disclosure on bloggers´ self-esteem, social life, and positive affect. From the ldquocostrdquo 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 ldquonegative costsrdquo, the ldquopositive benefitsrdquo 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.