臺灣博碩士論文加值系統

本研究以質化與量化混合研究方法，探討在社群媒體上不經意接觸新聞之因素與影響。首先，本研究透過深度訪談法，了解臉書（Facebook）與LINE使用者在社群媒體不經意接觸新聞的原因，並探討個人在臉書與LINE平台不經意接觸新聞的情境差異。其次，本研究以使用與滿足理論作為理論架構，採用線上調查法（N＝630），探討社群媒體之新聞、社交與娛樂動機和不經意接觸新聞之間的關係，以及在社群媒體不經意接觸新聞與新聞思考的關係，並進而檢驗這些關係在臉書與LINE平台之差異。
整體而言，本研究有三項主要發現；第一，新聞與非新聞因素皆可能促進個人不經意接觸新聞，分析結果顯示，以新聞、社交或娛樂動機使用社群媒體，皆與不經意接觸新聞呈正相關。第二，在社群媒體不經意接觸新聞可能會進而觸發思考新聞的效果。第三，延伸訪談研究之發現，在臉書與LINE平台上不經意接觸的情境有所差異，分析結果顯示，以新聞動機使用LINE較容易不經意接觸新聞；以娛樂動機使用臉書較容易不經意接觸新聞，且在臉書不經意接觸新聞較容易觸發思考新聞的效果。

This study uses both qualitative and quantitative approaches to explore the predictors　and outcomes of incidental exposure to news on social media. First, this study uses in-depth interviews to understand the reasons why Facebook and LINE users are incidentally exposed to news on social media and explore how the experiences of incidental exposure to news differ by the two platforms. Second, using online survey method (N = 630), this study employs the uses and gratifications theoretical framework to explore the relationships between the news, social and entertainment motivations of social media and incidental exposure to news, and the relationships between incidental exposure to news on social media and news elaboration. Then, this study tests whether these relationships differ by Facebook and LINE.
Overall, there are three main findings. First, both news and non-news related motivations may facilitate an individual's incidental exposure to news. The analysis shows that the use of social media for news, social, and entertainment is positively related to incidental exposure to news. Second, incidental exposure to news on social media may trigger news elaboration. Third, interview findings show that the context of incidental exposure to news on Facebook and LINE platforms is different. The analysis of survey results shows that the relationship between news motivation and incidental exposure to news is stronger for LINE than Facebook, while the association between entertainment motivation and incidental exposure to news is stronger for Facebook than LINE. Finally, the relationship between incidental exposure to news and news elaboration is stronger for Facebook than LINE.

目錄
第一章 緒論 1
第二章　文獻探討 3
第一節　社群媒體不經意接觸新聞之定義 3
第二節　社群媒體使用動機與不經意接觸新聞 7
一、使用與滿足理論 7
第三節　不經意接觸新聞與新聞思考 11
第四節　社群媒體平台之差異 13
第三章　研究方法 17
第一節　深度訪談法 17
一、研究設計 17
二、訪談資料蒐集與分析 17
第二節　線上調查法 19
一、研究設計 19
二、問卷調查樣本 19
三、認知訪談與前測 19
四、正式問卷調查 19
五、變項測量 20
第四章　研究結果 24
第一節　社群媒體上不經意接觸新聞之因素 24
一、非新聞之社群媒體使用動機 24
二、新聞之社群媒體使用動機 24
三、研究假設檢定 25
四、小結 26
第二節　社群媒體上不經意接觸新聞之影響 27
一、研究假設檢定 27
第三節　臉書vs. LINE：不經意接觸新聞之平台差異 28
一、臉書與LINE平台不經意接觸新聞之情境 28
二、研究問題檢定 29
三、小結 32
第五章　討論與結論 33
第一節　研究發現與貢獻 33
一、社群媒體使用動機與不經意接觸新聞 33
二、不經意接觸新聞與新聞思考 34
三、社群媒體平台之差異 34
第二節　理論意涵 37
第三節　實務意涵 38
第四節　研究限制與未來研究方向 39
參考文獻 40
附錄：訪談大綱 46

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