臺灣博碩士論文加值系統

社群媒體，尤其是Facebook，在台灣的普及程度愈來愈不可忽視，隨著社群媒體逐漸取代傳統媒體，成為個人獲取政治資訊的來源，其驅動政治參與的民主潛能值得進一步探討。

此外，隨著社群媒體與政治參與的關聯在不同研究中產生分歧，且「討論網絡異質性」與政治參與之間的關聯性受到傳播學界的重視，本研究將Facebook使用區分為積極（表達性）與消極（資訊性）政治使用，並探討此二類使用和異質性討論、Facebook政治參與、線下政治參與的關係（包含直接、間接與交互作用）。此外，本研究將受訪者區分為「數位原住民」及「數位移民」，試圖洞悉此二族群是否在上述變項間存在差異。

研究結果顯示，唯有積極的Facebook政治使用對本研究中兩種型態的政治參與有顯著的直接影響。討論網絡異質性同時為Facebook積極/消極政治使用對Facebook政治參與及線下政治參與的中介與調節變項，換言之，Facebook政治使用透過使用者的異質性討論對政治參與產生間接影響，且在討論網絡異質性高的人身上，Facebook政治使用提升Facebook政治參與的正面效益最大，但同時對線下政治參與的負面效力也最強。而就「數位原住民」及「數位移民」的樣本各別進行分析，本研究發現兩樣本中Facebook積極政治使用對政治參與皆有較大影響，Facebook消極政治使用唯有對「數位移民」的Facebook政治參與產生極小的顯著影響，對「數位原住民」的Facebook政治參與、線下政治參與則皆無顯著影響。此外，對於「數位原住民」來說，Facebook積極政治使用對政治參與的影響，會因「討論網絡異質性」而有所不同，然而此交互作用關係在「數位移民」的樣本中則不存在。

It is clear that social media, especially Facebook, are pervading all sectors of society in Taiwan, particularly among young people.With social media becoming an integral part of individual’s most common political information sources which had gradually replaced traditional news medias, the potential power of social media to trigger users to participate in political activity worth further investigations.This article distinguishes the youth aged 18-35, which are defined as “Digital natives”, from other cohorts called “Digital immigrants” in terms of the differences in Facebook political use, discussion network status and political participating behaviors on Facebook platforms and offline settings.

Findings suggest that positive Facebook political use plays a crucial role in directly affecting two forms of political participation while passive Facebook political use brings little effect on the outcome variables. Moreover, it finds that although heterogeous talk mediates the relationship between active/passive Facebook political use and two forms of political participation, it only majorly moderates the effect of active Facebook use on political participation simultaneously.The above-mentioned mediationg effects occurred in both digital natives and the digital immigrants while the moderating effects only occurred within the younger sample.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究架構 6
第二章 文獻探討 9
第一節 社群媒體與政治參與 9
第二節 討論網絡異質性與政治參與 15
第三節 社群媒體、討論網絡異質性與政治參與 24
第四節 數位原住民與數位移民 31
第三章 研究方法 35
第一節 資料收集與抽樣 35
第二節 變項測量 35
一、主要變項 35
二、中介與調節變項 41
三、控制變項 42
第四章 研究發現 51
一、描述性統計分析 51
二、Facebook積極/消極政治使用與Facebook政治參與、線下政治參與的關係 55
三、討論網絡異質性與Facebook政治參與、線下政治參與的關係 57
四、討論網絡異質性作為Facebook政治使用影響政治參與的中介變項 58
五、討論網絡異質性作為Facebook政治使用影響政治參與的調節變項 59
六、數位原住民、數位移民樣本中，Facebook政治使用影響Facebook政治參與、線下政治參與的效果 62
七、數位原住民、數位移民樣本中討論網絡異質性影響政治參與的效果 63
八、討論網絡異質性在數位原住民、數位移民樣本中各別的中介與調節效果 66
九、數位原住民和數位移民的平均數差異分析 70
第五章 討論 73
第一節 研究結果與討論 73
第二節 研究限制與結論 87
第三節 研究貢獻與建議 91
參考文獻 94
壹、中文文獻 94
附件一 問卷初稿 108
附件二 問卷題目出處 114

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