臺灣博碩士論文加值系統

隨著移動定位服務在社群網站上的發展以及可攜帶式裝置的普及，愈來愈多人喜歡藉由「打卡」來和朋友分享自己的所在地或曾經去過的地方。本研究欲探討在什麼情況下，朋友的打卡會引發觀看者更多的羨慕情緒，以及觀看者會透過什麼樣的消費行為應對由羨慕情緒引發的挫折感，並以權利距離信念 (power distance belief, PDB) 作為干擾變數，做更進一步地討論。三個實驗的結果指出，高社會地位的朋友比起非高社會地位的朋友，更能引發低權力距離信念者的善意羨慕 (benign envy) 情緒，而當打卡者的應得程度 (deservingness) 愈低時，會促發高權力距離信念者愈多的惡意羨慕情緒 (malicious envy)；上述的效果皆會造成較高程度的的地位性消費 (status consumption) 或地位需求 (need for status)。值得一提的是，打卡者應得程度對高權力距離信念者之影響，只有在應得程度以社會地位為準則被進行評估時才有顯著的效果。此研究結果補充了社群媒體研究中，和羨慕情緒和消費行為的相關文獻。

Along with the development of location-based services on social network sites (SNSs) and the prevalence of portable devices on the go, more and more people fond of sharing their locations via "check-in". This research investigates when friends'' check-ins evoke observers'' envy, and how the observers cope with the frustrating feelings of envy with their consumption. It also examines the moderating roles of power distance belief (PDB) on the effect of friends'' check-in on envy and status consumption. Across three experimental studies, this research suggests that, while check-ins from superior friends (vs., not superior friends) are more likely to trigger benign envy to low-PDB observers, the undeserved check-ins are more likely to trigger malicious envy to high-PDB observers; both the effects lead to a greater intention on status consumption (or a higher need for status). Notably, the effect of deservingness thorough malicious envy on need for status, which is found on high-PDB observers, can be verified only when the deservingness of check-ins is evaluated based on the checkers'' social status. This research contributes to the social media literature in examining the emotion of envy and consumer behaviors.

論文審定書 i
論文公開授權書 ii
中文摘要 iii
Abstract iv
Table of Contents v
Table of Figures vii
Table of Tables viii
Chapter 1. Introduction 1
Chapter 2. Theoretical Background and Hypotheses 6
2.1 Check-Ins on Social Media 6
2.2 Social Comparison Theory: The Self-Improvement Perspective 8
2.3 Envy: Benign versus Malicious 10
2.4 Power Distance Belief (PDB) 12
2.5 Checkers'' Social Status, PDB, and Envy 14
2.6 Checker''s Social Status, PDB, Envy, and Status Consumption 16
Chapter 3. Studies and Results 22
3.1 Overview of Studies 22
3.2 Study 1 23
3.2.1 Design and Participants 23
3.2.2 Measures and Manipulation 23
3.2.3 Results - Taiwanese sample (n = 193) 27
3.2.4 Results - German sample (n = 169) 33
3.2.5 Discussion 38
3.3 Study 2 40
3.3.1 Design and Participants 40
3.3.2 Measures and Manipulation 40
3.3.3 Results 44
3.3.4 Discussion 47
3.4 Study 3 50
3.4.1 Design and Participants 50
3.4.2 Measures and Manipulation 50
3.4.3 Results 52
3.4.4 Discussion 56
Chapter 4. General Discussion 58
4.1 Main Findings 58
4.2 Contributions and Implications 61
4.3 Research Limitation and Future Research 63
References 65
Appendix 72
Appendix A. Manipulation and Measures in Study 1 72
Appendix B. Manipulation and Measures in Study 2 75
Appendix C. Measures in Study 3 79

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