臺灣博碩士論文加值系統

Facebook等社交網站已經成主要的社交平台。然而，在Facebook上公開表達觀點可能會因害怕孤立，而觀察自己所屬的環境，假如人們察覺自己的意見是屬於大多數人的意見，則會在公開場合表示意見。相反的，如果人們察覺自己屬於少數意見，則會保持沉默，導致沉默螺旋現象。本研究的目的是探討社群網路中的沉默螺旋現象；其次研究社群使用者在沉默螺旋中的表現行為；並檢驗心理資本在沉默螺旋中是否存在中介效果。研究對象係以台灣地區社群網站使用者為研究對象，資料分析方法運用結構方程模式(SEM)驗證分析，並驗證研究假設及變數間的因果關係。結果發現媒體傳播效應與參考群體對心理資本皆有正向顯著影響；心理資本對沉默行為有負向顯著影響；心理資本對意見表達行為有正向顯著影響。心理資本對媒體傳播效應與意見表達行為及沉默行為具有中介效果，心理資本對參考群體與意見表達行為及沉默行為具有中介效果。最後，針對研究結果提出管理意涵及後續研究建議。

Social networking sites such as Facebook have become major social platforms. However, publicly expressing opinions on Facebook may be based on fear of isolation and observing the environment to which they belong. If people perceive that their opinions belong to the majority, they will express their opinions in public. On the contrary, if people perceive that they belong to a minority of opinions, they will remain silent, leading to a spiral of silence. The purpose of this study is to explore the phenomenon of silence spirals in the social network; secondly, to study the behavior of community users in the silence spiral; and to test whether there is an intermediary effect of psychological capital in the silence spiral. The research object is based on the users of the community website in Taiwan. The data analysis method is validated using the structural equation model (SEM), and the causality between the research hypothesis and the variables is verified. It was found that both the media communication effect and the reference group had a positive and significant influence on psychological capital; psychological capital had a negative effect on the silent behavior; psychological capital had a positive and significant effect on opinion expression behavior. Psychological capital has mediating effect on media communication effect, opinion expression behavior and silence behavior. Psychological capital has mediating effect on reference group and opinion expression behavior and silence behavior. Finally, the management implications and follow-up research suggestions are proposed for the research results.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
一、緒論 1
1.1研究背景 1
1.2研究動機 4
1.3 研究目的 5
1.4 研究重要性與貢獻 5
1.5 研究流程 5
二、文獻探討 7
2.1沉默螺旋理論(Spiral of Silence, SOS) 7
2.1.1沉默螺旋理論起源 7
2.1.2沉默螺旋理論定義 7
2.1.3沉默螺旋理論發展 8
2.2 心理資本(positive psychological capital, PsyCap) 9
2.2.1 心理資本起源與定義 9
2.2.2 心理資本發展 11
2.3 媒體傳播效應 11
2.3.1媒體傳播效應起源 12
2.3.2媒體傳播效應定義 12
2.3.3媒體傳播效應發展 13
2.4 參考群體（Reference Groups） 13
2.4.1參考群體起源與定義 14
2.4.2參考群體發展 14
2.5 沉默行為與意見表達行為 15
2.5.1意見表達行為起源與定義 15
2.5.2意見表達行為發展 16
2.5.3沉默行為起源與定義 17
2.5.4沉默行為的發展 18
2.6 各構面之間關連性探討 18
三、研究方法 23
3.1 研究架構與研究假說 23
3.2 研究變數操作性定義與衡量 24
3.2.1 媒體傳播效應 24
3.2.2 參考群體 25
3.2.3 心理資本 26
3.2.4 沉默行為 27
3.2.5 意見表達行為 28
3.3 問卷設計 29
3.4 資料蒐集方法 29
3.4.1 母體界定 29
3.4.2 抽樣方法 30
3.5 資料分析方法 30
3.5.1 敘述性統計分析(Descriptive Statistics) 30
3.5.2 信效(Reliability)與效度(Validity)分析 30
3.5.3 結構模式分析 31
3.6 共同方法變異問題之處理與檢測 32
3.7 前測問卷結果分析 32
3.7.1 共同方法變異問題之檢測 33
3.7.2 收斂效度及信度檢測 33
3.8 正式問卷發放與回收 35
3.8.1 不同資料來源同質性檢定 36
四、資料分析 39
4.1敘述性統計 39
4.1.1樣本結構之敘述性統計分析 39
4.1.2衡量題項之敘述性統計分析 42
4.2共同方法變異檢測 44
4.3衡量信度與效度分析 47
4.4整體結構模式分析 51
4.4.1研究結構模式配適指標 52
4.4.2研究模型之路徑分析 53
4.5各變項之中介效果檢定 55
五、結論與建議 63
5.1研究結論 63
5.1.1敘述性分析 63
5.1.2整體樣本觀念性之架構與假說之發現 64
5.1.2.1模型契合度 64
5.1.2.2假說檢定 64
5.2討論 66
5.3管理意涵與貢獻 67
5.3.1學術面 67
5.3.2實務面 68
5.4研究限制與後續研究建議 69
5.4.1研究限制 69
5.4.2後續研究建議 69
參考文獻 71
附錄一、前測問卷 86
附錄二、前測共同方法變異檢測－探索性因素分析 89
附錄三、前測共同方法變異檢測－驗證性因素分析 90
附錄四、前測各構面量表收斂效度分析 92
附錄五、前測各構面信度分析 94
附錄六、正式問卷 96

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