Facilitated by the Internet, people nowadays may express their "true self", the real personal identityimportant aspects of self not often showed to others (Bargh, et al., 2002) , when they participate the interactions online (Amichai-Hamburger et al., 2002) . By expressing their true self with each other, people will be able to signal accurate information for their consumption choices (Brannon, 2016) . However, the theory of true self has been challenged by several scholars. Marriott & Buchanan

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... (2014) argued that the anonymity on the online social environment has been no longer useful to distinguish a person's online and offline personality. Similarly, Dr. Emanuel and her colleagues (2014) found that people are willing to share more private information face-to-face than using the anonymous online platforms. Interestingly, Dr. Emanuel (2014)'s team suggested that the difference on the context of online spaces do have impacts on the amount and the type of information disclosed. In other words, people may behave variously in different online spaces.