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mediating role in the relationship between scientific use of Facebook and public participation in science. The implication of these results will be addressed in the following section.
6.2 Implication
1. Theoretical implication. The O-S-O-R model (Orientations-Stimulus- Orientations- Response model) is applied in this study. Although the O-S-O-R model has been widely used in analyzing the impact of traditional media on users (Jung, Kim,
& de Zúniga, 2011; Scheufele, Nisbet, Brossard, & Nisbet, 2004), few studies have examined the O-S-O-R model on new media. Besides, previous research has seldom focused on the second O, which refers to personal-psychological in the O-S-O-R model (Jung, Kim, & de Zúniga, 2011).
This study distinctively contributes by applying the O-S-O-R model to social media and provides a new vision of how media as stimulus influences users.
Moreover, knowledge and self-efficacy, which are the second O in this study, are concentrated as role of mediators. Facebook, self-efficacy, and public participation in science had positive relationships and self-efficacy was significant as a mediator.
Scientific knowledge was negatively associated with public participation in science.
The findings shed light on the importance of personal-psychological factors on users’
responses after using SNSs.
2. Practical Implication. As mentioned above, although many studies categorized participation method and focused on the importance of citizen engagement in science and evaluation of effective public participation, few empirical studies have focused on how people exactly gain the strength to be involved in public affairs. By examining two
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mediating roles: knowledge and self-efficacy, this study clears the air of the potential factors of how SNSs mobilizing users and facilitating users’ behaviors from down to top. Public participation is an indication of democracy (Eveland, & Hively, 2009). For society attain greater well-being, the factors which influence people’s behaviors are concerned. This study points out that SNSs can shape users’ attitudes, as self-efficacy in this study is a great indicator of one’s behaviors.
Moreover, this research compared two surveys, which were the “Pansci.com”
and general public samples. Through comparison, two findings were presented. First, the study suggests that the Facebook survey is a useful tool for popularizing scientific information through the feature of liking a fan page. Joining a science-related Facebook fan page can help people become more easily being exposed to scientific information. Second, the general public population are those who exhibit true public participation in Taiwan. The results of the study showed that less knowledgeable users participated more in public affairs in both samples. It is noteworthy that in Taiwan, those who demonstrated greater public participation in science were general citizens, not scientific experts. The following presents possible explanations for these results.
First, it is doubtful whether the users of the fan page “Panci.com” were truly experts compared to general Facebook users. Second, it is possible that the fan page
“Panci.com” only provided new information about science and technology that may not have been for useful public participation, so the results showed that the general users participated more. Third, from the results, it is assumed that people in Taiwan like to comment or talk about certain issues but do not exhibit many practical behaviors, which may be an interesting topic for future studies to explore.
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