This study aims to explore why lurking behavior of social media in Taiwanese college students is contrary to the results of previous studies. In this study, 524 Taiwanese college students who use Instagram and Facebook at the same time are used as a research sample. The results show that: 1.Motivation of social media using belongingness need and self-presentation need negatively affects lurking behavior of social media. 2.Tie strength positively affects the relationship between belongingness need and lurking behavior of social media. 3.Tie strength negatively affects the relationship between self-presentation needs and lurking behavior of social media. 4.Individual traditionality of obedience to authority and tie strength have three-way negative moderating effect on the relationship between belongingness need and lurking behavior of social media. 5.Individual traditionality of obedience to authority and tie strength have three-way negative moderating effect on the relationship between self-presentation need and lurking behavior of social media. 6. Individual traditionality of filial piety and ancestral worship and tie strength have three-way negative moderating effect on the relationship between belongingness need and lurking behavior of social media. 7.Individual traditionality of filial piety and ancestral worship and tie strength have three-way negative moderating effect on the relationship between self-presentation need and lurking behavior of online communities. Based on the above research findings, this study proposes theoretical implications and practical suggestions.
