【Purpose/significance】Due to social media fatigue and other problems, information self-disclosure intention of social media

users has decreased, which affects social media developing. Studying the dimensions of self-avatar similarity among social media us⁃ers and clarifying the impact on information self-disclosure can point out the direction of social media development, and complete framework of self-avatar similarity.【Method/process】Summarize the literatures and applications, analyze the different dimensions of self-avatar similarity, develop a self-avatar similarity scale, and establish a structural equation modeling of avatar identification and self-disclosure intention via the Looking Glass Self Theory, Proteus Effect, the Third Person Effect and so on.【

Result/conclusion】The dimensions of text similarity, form similarity and behavioral similarity of self-avatars are all have positive impact on the avatar identifi⁃cation of social media users, the better avatar identification, the higher information self-disclosure intention.【Innovation/limitation】Analyzed the attitude changes of social media users from the perspective of self-avatar similarity, and developed a Chinese self-avatar similarity scale. The limitation is that only information self-disclosure intention has been measured, but not behaviors.