臺灣博碩士論文加值系統

台灣的網路覆蓋率及行動上網率在亞洲地區名列前茅，社群媒體亦在台灣的具高覆蓋率，影響的層面及層級也不斷升高。以往政治態度之影響，往往透過傳統媒體如報紙、電視及廣播等傳統媒體，但隨著社群網站的發展，越來越多跡象顯示使用者藉由社群媒體得知新聞資訊及相關評論，進而對使用者之政治態度產生影響，顯示出社群媒體已成為台灣選舉中不可缺少的一環。

本研究旨在探討社群媒體對政治態度之影響，及其對投票傾向產生之衝擊，以社會衝擊理論應用於態度之三大構面──親近、說服及支持為基礎，調查受測者對政治人物與政黨之評價、2012年與2016年的投票選擇比較，衡量受測者是否會受到社群媒體上的行為所影響，而轉投給不同於過往政治傾向之候選人或政黨，以作為社群網站對政治態度研究之參考。

本研究採用社會科學研究方法之定量研究方法，透過問卷量表進行資料蒐集。問卷填答對象為年滿20歲之Facebook使用者，且社交圈內的Facebook朋友會發表政治相關貼文，並願意就選舉發表意見者。本研究共蒐集313份有效問卷，並以SPSS Statistics 20.0及SmartPLS 2.0作為統計分析工具，期能藉由問卷結果驗證出三大構面是否對轉投意願產生影響。

本研究結果發現，親近構面對政治態度的維持與轉變為無顯著影響，說服及支持兩構面對政治態度的維持與轉變有顯著影響，且政治態度維持與轉變對轉投意願都有顯著影響。本研究以此為基礎，探討社會衝擊理論應用於政治態度，及其對轉投意願之影響結果提出研究建議，並於本研究最後針對研究結果與研究貢獻，提出管理意涵及實務意涵的建議，用以提供社群媒體與政治領域相關之研究者參考。

With rising Internet and mobile coverage rate of Taiwan in Asia, social media has not only high coverage rate in Taiwan, but also influence greatly. In the past decades, the traditional media has impact on political attitudes by newspapers, television and radio. However, with the development of social networking sites, more and more users receive social media news and related comments, thereby affecting the political attitudes of the user. This shows that social media has become indispensable part in Taiwanese general election.

This study aims to investigate the influence of social media on political attitudes, and the impact of political attitudes on voting for opposing candidates or parties. With the three dimensions of social impact theory applying to attitude, immediacy, persuasiveness and supportiveness, we observe that subjects evaluate political figures and political parties, and the voting comparison between 2012 and 2016. The results will measure subjects whether are affected by the behavior of social media, and lead to voting for opposing parties. This study intends to be the reference of social networking site impact on political attitudes.

This study adopts quantitative research methods for data collection via questionnaire. Questionnaire is objected to for respondents who is older than 20 years old, Facebook users, willing to comment on the 2016 Taiwanese general election, and whose Facebook posts related to politics. In this study, we collect a total of 313 valid questionnaires and use SPSS Statistics 20.0 and SmartPLS 2.0 as a statistical analysis tool to verify the results of the data. We aim to figure out whether the three facets have impact on voting for opposing party.

The results of this study suggest that immediacy has no significant effect on political attitudes, persuasiveness and supportiveness has significant effect on political attitudes, and political attitudes has significant effect on voting for opposing party. Based on this study, we will discuss the effect of social impact theory applying to political attitude, and the attitudes affect the voting behavior changes, show the final results and limitations of the study, and present managerial implications and practical implications to social-political-related researchers as reference.

摘要 I
ABSTRACT II
致謝 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的與問題 5
第四節 研究範疇 6
第五節 研究流程 7
第二章 文獻探討 9
第一節 Facebook社群媒體平台 9
第二節 社會衝擊理論 12
第三節 社會衝擊理論應用於態度面之延伸 14
第三章 研究方法 22
第一節 問卷設計 22
第二節 問卷發放 25
第三節 資料分析方法 25
第四節 變數定義 26
第五節 研究架構 31
第四章 資料分析與結果 32
第一節 樣本結構分析 32
第二節 衡量模型 44
第三節 結構方程模型分析 48
第五章 結論與建議 52
第一節 研究結論與發現 52
第二節 管理與實務意涵 54
第三節 研究貢獻 55
第四節 研究限制與未來方向 57
參考文獻 60
附錄一：政治相關議題研究問卷 69
泛綠陣營問卷 71
泛藍陣營問卷 78

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