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研究生:謝艾芸
研究生(外文):Ai-yun Hsieh
論文名稱:發言抑或沉默? 虛擬社群之使用者匿名性與成員間之熟悉性對發言意願之影響
論文名稱(外文):Speech or silence: The effect of user anonymity and member familiarity on the willingness to express opinions in virtual communities
指導教授:欒斌欒斌引用關係
指導教授(外文):Pin Luarn
口試委員:欒斌
口試委員(外文):Pin Luarn
口試日期:2014-10-30
學位類別:博士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:103
語文別:中文
論文頁數:46
中文關鍵詞:沉默螺旋理論使用者匿名性成員熟悉性言論發表虛擬社群
外文關鍵詞:Spiral of silenceUser anonymityMember familiarityOpinion expressionVirtual communities
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本研究係延伸過去傳統傳播理論「沉默螺旋」,探討在虛擬社群中,使用者的匿名性與成員間的熟悉性在言論表達行為上的影響。本研究採用實驗室實驗法,操弄使用者匿名性、成員熟悉性,以及意見一致性,衡量使用者對爭議性議題之言論表達意願。共有147 名受試者參與實驗,研究結果顯示,匿名的使用者比起不匿名的使用者更願意在社群中表達自己與他人不一致的意見。且使用者若處在一群由不熟悉成員所組成的團體裡,其發表不一致言論之意願會低於當使用者處在一群由熟悉成員所組成的團體中。此外,無論使用者是匿名還是不匿名,是面對一群熟悉還是不熟悉的成員,皆願意表達與他人一致的意見。本研究是首篇驗證使用者匿名性與成員熟悉性在線上發表言論意願影響之研究,研究的結果可提供政府與企業之社群經理,在刺激大眾言論與回應的策略上,一個實務上的建議。
This study extended a traditional communication theory, spiral of silence, to explore the effects of user anonymity and member familiarity on opinion expression behavior in a virtual environment. A laboratory experiment method was used to manipulate user anonymity, member familiarity, and opinion congruity to measure the willingness to express opinions concerning controversial topics. A total of 147 participants were recruited in the experiment. The results revealed that anonymous users in virtual communities and users in groups comprising familiar members are more willing to express inconsistent opinions than nonanonymous users and users in groups containing unfamiliar members, respectively. In addition, anonymous and nonanonymous users as well as users in groups comprising familiar members and those in groups containing unfamiliar members are equally willing to express consistent opinions. This is the first study to verify the effect of user anonymity and member familiarity on the willingness to express opinions in online social communities. The findings have crucial implications regarding how governments and businesses can stimulate creativity and feedback through virtual communities.
中文摘要
Abstract
致 謝 詞
目 錄
圖 索 引
表 索 引
一、 緒論
(一) 研究背景與動機
(二) 研究目的
二、 文獻探討與假說推論
(一) 沉默螺旋理論
(二) 使用者匿名性與沉默螺旋
(三) 成員熟悉性與沉默螺旋
三、 研究設計
(一) 受試者
(二) 實驗程序
(三) 實驗操弄與操弄檢定
(四) 變數的衡量
四、 研究結果
(一) 受試者描述性統計
(二) 自變數的操弄檢定
(三) 假說檢定
(四) 額外分析檢定
五、 研究結論與建議
(一) 結論
(二) 理論意涵與研究貢獻
(三) 管理意涵與建議
(四) 研究限制
(五) 未來研究建議
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