臺灣博碩士論文加值系統

社群網站使用者不分年齡，幾乎沒有人不在這虛擬社交的浪潮上。儘管如此， 社群網站的交往卻不如現實般，社群中的絕大多數的內容是由少數發言者貢獻， 從來不發言的潛水者則佔了使用者基數的大部分。
本研究使用沈默螺旋理論的意見一致性概念與多種潛水動機作連接，藉此探 討發言者言論如何影響潛水者的動機選擇以及潛水行為表現。除此外，本研究藉 由同時使用社群聆聽技術和調查法作為研究方法，試圖以主、客觀區分兩種方法 並比較各自的益處和限制，也對社群聆聽技術只能使用發言者言論作為分析資料 來源的先天限制做出初步探討。
本研究收集到 599 份有效問卷和 285 篇社群網站文章，研究結果發現害怕被 孤立、社會性散漫兩種潛水動機完全中介了意見一致性對潛水行為的效果。主、 客觀研究方法的測量結果顯著相關，且對潛水動機之中介效果有相同預測能力。

It is hard to find one had no experience using social networks in any age ranges. However, most of social network members are lurkers who barely post or comment to express their opinion. On the other hand, little regular posters contribute most content in every virtual society.
This study used the concept of opinion congruency in spiral of silence theory to link up multiple lurking motives found by past studies in order to clarify how posters’ texts influence lurking motives and behavior. Besides, for the purpose of comparing pros and cons between social listening and survey, this study adopted both research methods to measure major opinion in discussion threads wherea seprated the two methods into subjective and objective ones. Also, this study would have preliminary discuss about the fact of limited analytical source of social listening.
Collected 599 valid surveys and 285 social network discuss thread text, the result found that opinion congruency negatively influenced both lurking motives which positively influenced lurking behavior. The result also found that the subjective and objective research methods in this study were significantly related, and shared same predictive ability on both lurking motives’ mediated effect.

目錄 i
表目錄 iv
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 潛水者與發言者概念型定義 4
第二節 意見一致性與潛水動機 7
一、 意見一致性 7
二、 意見一致性低與害怕被孤立動機 8
三、 意見一致性高與社會性散漫動機 9
第三節 調查法與社群聆聽技術 11
一、 調查法 11
二、 社群聆聽技術情緒分析法 13
三、 主、客觀方法區分與比較 15
第三章 研究方法 19
第一節 研究架構 19
第二節 社群與議題選擇 19
第三節 調查法 20
一、 母體、抽樣方法與流程 20
二、 問卷前測 21
三、 變項測量 22
（一） 主觀社群主流意見 22
（二） 受訪者意見 22
（三） 主觀社群意見一致性 22
（四） 害怕被孤立動機 23
（五） 社會性散漫動機 23
（六） 潛水行為 24
第四節 社群聆聽情緒分析法 25
一、 客觀社群主流意見分析流程 25
二、 客觀社群意見一致性 28
第四章 資料分析 29
第一節 問卷樣本 29
一、 調查法樣本輪廓 29
二、 問卷信度分析 29
三、 主觀社群意見一致性與潛水動機假設檢定 30
第二節 社群聆聽情緒分析法 32
一、 情緒分析技術前測 32
二、 社群聆聽情緒分析法樣本輪廓 34
三、 客觀社群意見一致性與潛水動機假設檢定 35
第五章 討論與建議 38
第一節 研究發現 38
一、 社群意見一致性、潛水動機、與潛水行為 38
二、 主、客觀社群主流意見 40
第二節 實務建議 40
第三節 研究限制與未來研究建議 41
參考文獻 44
附錄一、問卷 55
附錄二、影劇板情緒詞組列表（由亞洲指標數位行銷顧問股份有限公司提供） 59

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