Browsing by Author "Wu, Tai-Yee"

Now showing 1 - 3 of 3

Comparing and modeling via social media: The social influences of fitspiration on male instagram users' work out intention
(2019-10-01)
Peng, Cheng-Ting
;
Wu, Tai-Yee
;
Chen, Yaxuan
;
Atkin, David J.
;
傳播研究所
This study examines the effects of Instagram fitspiration images on male viewers' work out intention by integrating the processes of social comparison and social cognitive theory. The results from 1428 Instagram users in Taiwan, with the directions of comparison (upward, lateral, and downward) manipulated, indicate that upward comparisons with attractive models would strengthen self-improvement motives related to working out. In addition, pleasant affective responses to the images and one's self-efficacy for working out were also significant predictors. However, model attractiveness revealed a negative, direct effect on work out intention, suggesting that a seemingly rewarding model behavior itself discourages viewer imitation. Implications are discussed to contribute the understanding about male audiences' reactions to the same-sex body images associated with physical training. The findings verifying both the psychological and behavioral impacts of social influence also help demonstrate a more comprehensive picture about promoting exercise as a positive outcome of aspiration imagery exposure.
The alternatives to being silent: exploring opinion expression avoidance strategies for discussing politics on Facebook
(1970-01-01)
Wu, Tai-Yee
;
Xu, Xiaowen
;
Atkin, David
;
傳播研究所
;
Institute of Communication Studies
Purpose This study integrates the spiral of silence (SoS) theory and theory of planned behavior (TPB) by examining Facebook users' opinion expression avoidance, the reactions to dissenting views without revealing one's true opinion, in the context of political discussions. The present integrative approach provides a more comprehensive framework that expands our understanding of online opinion expression and withdrawal. Design/methodology/approach A cross-sectional online survey was employed, which rendered 348 valid responses from US college students (61.5% female; average age 19.11) recruited from a northeastern university. Findings The results categorized two sets of opinion avoidance strategies from six Facebook features. The intention to adopt "proactive avoidance strategies" (filtering out unwanted information) is positively related to descriptive norms and perceived self-efficacy, but negatively related to fear of isolation and perceived control of the urge to debate. Regarding the intention to employ "reactive avoidance strategies" (less obtrusive articulations), fear of isolation and attitudes toward opinion expression avoidance are positive determinants, whereas perceived control of the urge to debate again exerts a negative influence. Originality/value This study examines the growing variety of features that users adopt to avoid expressing their true opinion in reacting to dissenting views, updating our understanding of opinion circumvention in social media environment. As one of the few theoretically driven empirical investigations of SoS theory and TPB, the findings not only elucidate the significance of perceived behavioral control as the common ground in association with user adoption intention but also identify distinct qualities of the two sets of strategies that affect the likelihood of adoption. That is, proactive avoidance is more susceptible to normative influences, while reactive avoidance reflects user attitude and belief. This theoretical integration also helps identify diverse levels of intentions to strategically avoid opinion expression influenced by fear of isolation.
To comment or not to comment: Examining the influences of anonymity and social support on one's willingness to express in online news discussions
(2018-12-01)
Wu, Tai-Yee
;
Atkin, David J.
;
傳播研究所
;
Institute of Communication Studies
This study examines the effects of online anonymity and different sources of social influence on the Spiral of Silence phenomenon in online news discussions about abortion. The results (N = 339) substantiated that technical anonymity predicts one's perceived anonymity, but only the latter significantly increases one's willingness to post personal opinions in the comment sections. Perceived support from other commenters was also found to reduce the online Spiral of Silence phenomenon. With fear of isolation, moreover, the state-based approach is verified to be more robust than the trait-like approach, advancing Noelle-Neumann's original conceptualization. Study findings thus offer support for a more comprehensive conceptualization of Spiral of Silence components operating in online contexts.