張佳榮Chang, Chia-Jung邱義恒Chiu, Yi-Heng2020-12-142019-08-132020-12-142019http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060655017O%22.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/110602NonePeople spend more time on online video watching and also making. Companies invest more and more resources into this new media for marketing purpose. This research fo-cuses on two ways that people share online video, direct share and attached share. Based on social influence theory, this research indicates that assessment-oriented people tend to do attached share, and locomotion-oriented people tend to do direct share. And also, this research tests the mediation role of self-disclosure between regulatory mode and sharing behavior. The findings address a research gap of people’s choice of two different ways to share online videos. And the linkage between regulatory mode and self-disclosure was also revealed. For practical implication, marketers and creators could have different strat-egy to promote or make voice online. Also, platform could adjust mechanisms of recom-mendation and provide more accurate promotion plan to customers.sharing online videoregulatory modeself-disclosuresharing online videoregulatory modeself-disclosure