臉書使用之第三人效果研究：以壹傳媒交易案為例

Abstract

2012年台灣壹傳媒交易案在臉書（Facebook）上得到高度討論，臉書還成為組織和動員的有效管道。研究者試探究臉書使用者如何評估該新聞的影響性，基此援引「第三人效果」作為理論框架，以調查法探討在臉書上討論的新聞事件，會不會讓使用者認為他人比自己更容易受到影響，因而產生「限制媒介」的行為意圖。研究發現有三：一、臉書使用者認為壹傳媒交易案對他人的影響，沒有顯著大於對自己的影響，且受訪者在評估社會距離近的人時，傾向認為他們比社會距離遠者更容易受影響。二、「涉入感」是有效預測第三人效果的變項，涉入感較強的受訪者，對於壹傳媒交易案產生了「反轉的第三人效果」；三、「對自己的影響」和「對他人的影響」的感知皆能預測臉書使用者支持限制媒介的意願。

In 2012, when Want Want China Times Group was going to acquire the Next Media Group, the government was requested to draft the antitrust law exclusively regulating the media by many civic groups, many of whom were organized online. These groups used Facebook to connect and mobilize effectively. This paper tries to investigate how Facebook users evaluate the influences of the information concerning the sale of the Next Media on themselves by adopting the Third-Person Effect theory (TPE). The research surveyed the Facebook users' cognition and behaviors about the sale of Next Media and hypothesized that people with different levels of issue-involvement may react differently.The survey data finds that: First, Facebook users do not think that the information concerning the sale influences others more than on themselves. Second, issue-involvement is a significant variable to predict the Third-Person Effect. Facebook users with high issue-involvement will have ”the Reverse Third-Person Effect”. Finally, the perceived effect on self and the perceived effects on others can positively predict the intentions and behaviors of supporting the censorship of sale of the Next Media.