Abstract: “This study intended to analyze experimentally about the difference in Facebook use behavior depending on degree of interest in impression management whose users have various personality traits. According to preceding research, independent variables (user's personality traits) include public self-consciousness, self-presentation, and definition of the situation. In case of dependent variables (Facebook use behavior), information projection behavior is included. Also, impression management was concerned as moderating variable. The survey was conducted targeting 235 Facebook users. Data was analyzed through Smart PLS 2.0 M3 program. In the results of the survey, self-presentation and definition of the situation positively affected information projection behavior, and impression management represented more than medium mediating effect to most of the accepted hypotheses. Therefore, this study founded that Facebook users considered timeline at Facebook as "personal space", and made an effort”

Keywords: impression management, Facebook, information projection, user's personality traits