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(1)立. 政治大. ‧ 國. 學 ‧. Unfriend on Facebook: Exploring the Facebook user. n. al. er. io. sit. y. Nat. behavior during Sunflower Movement of Taiwan. Ch. engchi. i n U. v.

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(3) ……………….…………………………………..27 ……………….…………………………………………..28. …………….……………………………………………….26 ……….…………….……………………………………….30 ………………..……………………………….35 ………..………….35 5 5. 立. …..……..…………..……………….36 政治大 ………………………………………….…….….36 …..…………….…………….38. ‧ 國. 學. ………………….…………………….…….39 ………….……..41. ‧. …………………………….….…….43. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 2.

(4) S. 立. 政治大 5. ‧. ‧ 國. 學. 3. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. S. 3.

(5) 2. Social Media 2010. b. 〉 The Arab Spring Twitter. 。. Facebook. YouTube. 〉. 3 2012. 〉. 9. 26. 政治大 BBC How Facebook Changed the. 立. ‧ 國. 。 2012 2012. 8. 2012. 。. Nat. Macnamara & Kenning, 2011. n. al. er. io. sit. y. 11. 2008. ‧. 5. 學. World: The Arab Spring. Ch. engchi. 2013. i n U. v. 2012. _ 5. S. 4.

(6) 2014. 3. 18. 30. S. 3. V. _ S S. 5. 3 3. 30. 。. 5. r. S. 3. YouTube 、. 3. 23. 2014. S. 5S. 學. 10. 、. S. 19. 2014. sit. n. al. er. io. S. Ch. engchi. i n U. v. 2014. 10. y. Nat S. 4. ‧. S. ‧ 國. 立. 政治大. 3. 26. 5.

(7) 2014. S. 03. 25. 、. S. 立. 政治大. ‧. ‧ 國. 學 5. sit. y. Nat. 2011. n. al. er. io. Bilton, 2010 / S. b Nick Bilton. Ch. engchi. i n U. v. c. 5. S. 6.

(8) 5 S 5. 2014. Sb. 3. 27. John Stuart Mill. 。e. On liberty. 立. 1859. 政治大. ‧. ‧ 國. 學. Nat. n. al. er. io. sit. y. ,. Ch. engchi. i n U. v. 5. 7.

(9) 》《 FIND. 2011. WE 73.3%. 81.6%. 2012. 」 2012. 2013. r S. 2012. 立. 政治 5大 5 75. c. sit Rainie & Smith, 2012. n. al. er. io. e. y. Nat. b. 2012. ‧. ‧ 國. 學. Pew Research Center. 18%. c. Ch. e n gGoffman chi. 2013. 2013. i n U1959. v. 2010. S. S. 8.

(10) 、 3 3. 立. Griffin, 2003 /. 2006. Cognitive dissonance theory. ‧. Festinger 1957. S. 學. ‧ 國. b Festinger. 政治大. sit. y. Nat. al. n. minimal justification. V. Ch. engchi. postdecision dissonance. er. io. selective exposure. i n U. v. selective exposure. stick with our kind. Festinger, 1957 Klapper 1960. 1940 1950. c 。 Stroud 2008. 9.

(11) 2007. 2009 2008 「 c 3 Adamic blog. Glance. 2005. V V. Bimber. Davis. 2003. 立《. S. er. io. n. c. Ch. engchi. i n U. v. 2013. 2012. 2015 V. Bichard. sit. y. Nat. al. 2014 2013. Zhang. ‧. 。. ‧ 國. 2010. Johnson. 學. r. and Bush websites 政治Gore 大 -. 1. 3. 24 c. c . 1. V. https://www.facebook.com/communitystandards/ 10.

(12) c V c c. 2012 2010 _ 2013. 政治大. McLaughlin. Vitak 2011. 學 ‧. ‧ 國. 立. 5. Nat. n. al. er. io. sit. y. 。. Ch. engchi. i n U. v. 5. McLaughlin. Vitak. Grevet Terveen. Gilbert. 2014. 5 eb. 11.

(13) e Strong tie & Weak tie. Granovetter. 1973 the amount. e of time. the emotional intensity c. the intimacy. e. the reciprocal services. Granovetter. Homans 1950. c. -. e 5. 政治大. Granovetter 1973. 立. ,. ‧. ‧ 國. 學. 16. io. S 2012. n. al. -. y. S. sit. West 2009. Ch. e5n g c h i. ,. er. Nat. Lewis. -. i n U. v. 5. 5. 5. Grevet. 2014. 12.

(14) Social identity theory. 5. Tajfel & Turner,. 政治大 Flament 1971. 1979. 立. Tajfel Billig Bundy. ‧. ‧ 國. 學. minimal group paradigm. Nat. n. al. er. sit. y. 5. io. Tajfel. 1978. 5. Ch. engchi. i n U. v. 。 Tajfel. Turner. 1979. Social identity theory 3. 3. Tajfel & Turner, 1979 Tajfel. Turner. 1986 。. 《 1987. Turner. Hogg. Oakes. Reicher. Wetherell. Self-categorization theory. 13.

(15) , human being. 。. Tuner, et al., 1987; Turner, 1999. 。. 立. ‧ 國. ‧. c. 1982. 學. Tajfel. 政治大. n. al. er. io. sit. y. Nat. 2010. c. Ch. engchi. i n U. v. Goel, Mason & Watts,. S. 14.

(16) 5. 2003 S. 〉 2003 2012 4. ‧ 國. 、. ‧. S. S. sit. y. 5. 。. al. n. b. er. io. Hooper 1976. 學. 。. Nat Clair, 1998. 2012. 政治大. 立 S. 2013. S. Ch. b. engchi. i n U. v. 〈. 2014. o S. 〉。 2003. 5. , 5. 15.

(17) S. r. 2014. S. S. Tajfel, 1982. c S. 立. 5. 政治大. ‧ 國. 學 ‧. 5. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 5. 16.

(18) public sphere. Habermas, 1990 /. 3. 3 政治大。 Habermas, 1990 /. 立. ‧. ‧ 國. 2002. 學. 1992. 2002. c. Nat. y. sit. n. al. er. io. 。. 。. 。. CHabermas, / h e n g1990 chi. i n U. v. 2003. 5. episodisch b veranstaltet. 5. Habermas, 1990 /. 2003. Dahlgren 2005. 17.

(19) r 。 Holt -. 2004 ,. Brundidge. 2010. 3. 。 2004. 政治大 3. 立. Dahlgren, 2001. ‧ 國. 5. n. al. er. io 5. 5. sit. y. Nat. 3. Sunstein 2001. ‧. .. S. 5. 學. .. .. Ch. engchi. iv n UDaily Me. Sunstein, 2002. b 5. 。. 18.

(20) 2011 /. 2012. S. 5 echo chamber. boyd & Ellison, 2007; Kwak, Lee, Park, & Moon, 2010. 立. c. y. Gilbert 2013. n. al. er. sit. Versee. io. 1957. selectivity. Nat. Doris-Down. Festinger. Campaigning Online: The Internet in U.S.. ‧. 。. Davis 2003. ‧ 國. Elections. 政治大 5 echo chamber. 學. Bimber. S. Ch. engchi 2007. i n U. v. 2009 Stroud, 2008. Adamic & Glance, 2005; Bimber & Davis, 2003; Grevet, et al 2014; Johnson, et al 2010. c. 」. 2012 c. Kacholia & Ji, 2013; McGee, 2013. 19.

(21) Sunstein, 2001; Page, 2007. c 5. 政治大. Doris-Down, et al 2013. 5. 立. Arvidsson 2014. ‧ 國. Twitter. Twitt. 學. political homophily 5. Twitter. ‧. Follow. Twitter. Nat. n. er. io. al. Ch. engchi. Page, 2007. r. 2002. sit. y. Mutz. Mutz. -. Colleoni Rozz. kc. i n Ukc. v. Mutz. 5 Mutz, 2002 Sunstein,. 2002. 20.

(22) V. 5 《. S. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 21.

(23) S. S. 5. 立. ‧ 國. ‧ T. io. sit. y. Nat. S. 學. S. 政治大. n. al. er. 3. Ch. engchi. i n U. v. H1. H2. H3 H4. 22.

(24) empirical research 2007. Neuman, 2006 /. 2011. S. 政治大. 立. ‧. ‧ 國. 學 S. n. al. S. er. io. sit. y. Nat. S. v i n Ch i U 2006 / e n g c hNeuman,. 2011. 2007 S. T. Babbie, 2013 /. 2013. 《. Jensen, et al., 2002 /. 」. 2005 23.

(25) descriptive. 。. analytical. S computer network survey. 立. 政治大 2007. ‧ 國. 學. 2007. ‧. Neuman, 2006 /. 2011. n. al. er. io. sit. y. Nat Babbie, 2013 /. 「. C h Cogix engchi 。 2013. iv n UCamilo Wilson. 1999. 。. Dillman 2000 3. 24.

(26) S S S purposive sampling. Babbie, 2013 / 。. 〉。 Neuman, 2006 /. 。. http://www.mysurvey.tw. 立. T. 2011 mySurvey. 政治大 2014 2. S. 5. 28. 6. 4. 801. 學. 43. ‧ 國. 3. 2013. ‧ er. io. sit. y. Nat. v ni. S. n. al. Ch. engchi U. 5. 13. S. 5. 5. 13. 60. S. . 2. http://www.mysurvey.tw/s/NRa5KN7y 25.

(27) 801. 104 72. 176. 3. IP 22. 34 569 569. 42.5 20. 5 40 S. 立. 3. ‧ 國. 學 y. 57.5%. er. 327. sit. ‧ 42.5%. n. al. 242. Ch. 11. engchi. i n U. v. 1.9%. 520. 91.4%. 30-39. 36. 6.3%. 40-49. 2. .4%. 199. 35.0%. 355. 62.4%. 15. 2.6%. 569. 100.0%. S. 19. N=569. io. 20-29. 29. 政S 治 5 大 43. Nat. 13-19. 57.5%. 26.

(28) Neuman, 2006 /. 2011. S. 2.. S. 9.. S. 7.. ‧. n. al. er. io. sit. y. Nat. 6.. 學. 8.. 立4.. 3.. ‧ 國. 1.. 政治大 5.. Ch. engchi. i n U. v. 27.

(29) https://www.facebook.com/yuxian.chi. S. 政治大. 立. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat McLaughlin. 5. Ch. engchi. i n U. v. Vitak 2011. 5. e. tag. 28.

(30) 5. 5 3. 2. 1. Cronbach α. .763. Cronbach α Cronbach α. .820 .895. 立. 政治大. ‧. ‧ 國. 學 sit er. io. al. n. 2014. y. Nat Grevet. 4. Ch. i n U. engchi. v. 5 Email. 3 5. 1. 5. Line. WhatsApp. Email 5. 4 29.

(31) 3. 2. 1. 3. 5. 4. 3. 2. 1. 5. Cronbach α. 5. .824. Cronbach α Cronbach α. .844 .824. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Email. Ch. e n goc h i. i n Uo. v. o. o. o. o. o. o. o. o. o. o. o. o. o. o. o. o. o. o. ” Managing political differences in social media”, by C., Grevet, L. G., Terveen, & E., Gilbert, 2014, Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work & Social Computing, 1400-1408.. 30.

(32) S 。 2003. 5. , S S 2011. Economic. 治政 ECFA 大;. Cooperation Framework Agreement. ECFA ECFA. ‧. S ECFA. n. al. er. io. sit. y. Nat 1996. 2012. 2000. 4. 2010. 學. ‧ 國. 立. Ch 4. e n2009 gchi. 2004. i n U. v. 2008. 2013. S. S. 31.

(33) 3 2003. S 2003. 〉. TEDS. 2014. b. 24. 政治大 S 5. 1976. ‧. Hooper. 5. Hopper. 5 e. Campbell, Gurin, & Miller, 1955. n. al. er. io. sit. y. Nat. S. 學. ‧ 國. 立. 3. Ch. engchi. i n U. v. Hopper. 1. 4 5. Hopper. . 3. http://teds.nccu.edu.tw/main.php 32.

(34) 。5 5. 4. 3. S. 2. 1. 5 〉 3 〉. 立. .401. 政治大. .074. Cronbach α Cronbach α. .587. ‧. ‧ 國. 學 er. io. sit. y. Nat S. n. al. Ch. engchi. b. 3 Mutz. Cronbach α. v. Grevet. 2014. 5. Martin 2001, 2002. University of Wisconsin Survey Center. i n U. S 1996 exposure to dissonant political views. 33.

(35) 1.. 2. 1. 0 2.. 立. 3.. 政治大. 0. 1. 0. ‧ 國. 1. 0. ‧. 3. 2. Nat. 0. 1. sit. y. 5.. 1. 學. 4.. 2. al. er. io. ”Cross-cutting social networks: testing democratic theory in practice”, by. v. n. D. C., Mutz, 2002, American Political Science Review. 96(1). p.123.. Ch. engchi. 3. i n U. S. 5 3. 2. 4. 1. 34.

(36) . Cronbach α. .729. S. S. 11.1. Nat. y. 50.4% 287. sit. io. 27.9% 159. al. 5. iv n U 87.3%. 5. n 1. 63. Ch. engchi. er. 3. 32.9. ‧. 187. 學. 569. ‧ 國. 立. 政治大. 86.8%. 5. N=569. 187. 32.9%. 287. 50.4%. 382. 67.1%. 282. 49.6%. 63. 11.1%. 159. 27.9%. 506. 88.9%. 410. 72.1%. 569. 100.0%. 569. 100.0% 35.

(37) N=63. N=159. 5. 1-5. 55. 87.3%. 138. 86.8%. 6-10. 7. 11.1%. 14. 8.8%. 11-15. -. -. 5. 3.1%. 16. 1. 1.6%. 2. 1.3%. 63. 100.0%. 159. 100.0%. 政治大. 71.1% 405. 立. 1% 29%. ‧. io. 148. n. al. 20-29% 30-39%. Ch. 135 e n g c h68i U. sit. y. Nat. 10-19%. 122. er. ‧ 國. 學 N=569. 5. 1-9%. S. v ni. 21.4% 26.0% 23.7% 12.0%. 40-49%. 21. 3.7%. 50-59%. 22. 3.9%. 60-69%. 15. 2.6%. 70-79%. 20. 3.5%. 80-89%. 17. 3.0%. 90-100%. 1. .2%. 569. 100.0%. 36.

(38) 63 159. 388. S. 立. 政治大. ‧. ‧ 國. 學. Nat. 2.54. n. al. er. io. sit. y. one-way ANOVA. 3.82. Ch. engchi U. v ni. 3.41. F = 117.14 p < .001 F = 117.14 p. < .001. 3 F = 117.14 p < .01. 37.

(39) 4. F. Post Hoc. (2, 607) a.. 1. 63. 3.41 0.86. b.. 2. 159. 3.82 0.89. c.. 3. 388. 2.54 0.94. 117.14***. >. ***. >. ***. >. **. *p< 0.05, **p< 0.01, *** p< 0.001 1. a.. 2. b.. 3. c.. 4. 治政 5 大. 1. 立. ‧. ‧ 國. 學 y. Nat. n. al. Ch. p < .001 F = 138.76 p < .001. engchi. er. io 3.03. 1.89 1.86. sit. one-way ANOVA. i n U. v. F = 138.76. F = 138.76 p = .796. S Grevet. 2014. 38.

(40) 4. F. Post Hoc. (2, 607) a.. 1. 63. 1.89 0.78. b.. 2. 159. 1.86 0.76. c.. 3. 388. 3.03 0.87. 138.76***. >. ***. >. ***. *p< 0.05, **p< 0.01, *** p< 0.001 1. a.. 2. b.. 3. c.. 4. 1. 5. 立. 政治大. ‧. ‧ 國. 學. S. n. er. io. sit. y. Nat. al. 5. Ch. engchi. i n U. v. 5 S. one-way ANOVA 3.71 3.74. 3.97. F = 4.94 p < .05 F = 4.94 p < .01. 39.

(41) one-way ANOVA 2.32 2.67 F = 4.92 p < .01 F = 4.92 p < .05. 2.78. 政治大. 立. F = 4.92 p = .271. 學. ‧ 國. 2.78. 2.67. F = 4.92 p < .05. ‧. n. er. io. sit. y. Nat. al. Ch. one-way ANOVA 3.22. engchi. i n U. v. 3.00. 3.12 F = 1.19 p = .159 F = 1.19 p = .469. F = 1.19 p = .236. one-way ANOVA 3.19 3.18. 3.59. F = 9.70 p < .01 F = 9.70 p < .001. 40.

(42) 4. F. Post Hoc. (2, 607) 1. 63. 3.71. 1.11. b.. 2. 159. 3.74. 1.04. c.. 3. 388. 3.97. 0.77. a.. 1. b.. 2. 2.67. 1.34. c.. 3. 388. 2.78. 0.94. 1. 63. 3.22. 1.05. 2. 159. 3.00. 1.09. 3. 388. 3.12. 1.00. 1. 63. 3.19. 1.22. io. a.. 3. c.. >. **. >. *. >. **. >. **. >. ***. y. 1.19. a159 l C 3.18 1.21 9.70***n i v 388 h 3.59 e n1.01 gchi U. n 2. b.. *. sit. Nat. c.. 4.92**. er. 立 159. 治政 2.32 1.33 大. >. ‧. b.. 63. 4.94**. 學. a.. ‧ 國. a.. *p< 0.05, **p< 0.01, *** p< 0.001 1. a.. 2. b.. 3. c.. 4. 1. 5. 41.

(43) 3. S. 5. 政治大. 《. 立. ‧ 國. 學 ‧. Tajfel & Turner, 1979 c. Nat. n. al. er. io. sit. y. S. Tajfel, 1982. Ch. engchi. i n U. v. one-way ANOVA. 2.31. 2.52 2.49 F = 3.98 p < .01 F = 3.98 p < .05. 42.

(44) 2.52 2.49 F = 3.98 p =.570. 4. F. Post Hoc. (2, 607). b.. 2. c.. 3. 159. 政 0.48治大 2.52 0.58. 388. 2.49. 63. 2.31. 立. ‧ 國. 1. 3.98*. 0.52. *p< 0.05, **p< 0.01, *** p< 0.001. c.. io. 4. >. *. y. 3. 1. 5. n. al. sit. b.. er. 2. **. ‧. a.. Nat. 1. >. 學. a.. Ch. engchi. i n U. 5. v. 71.1% 405. S. 1% 29%. 5. S. Granovetter 1973. ,. 43.

(45) , Holt, 2004 Brundidge,2010. -. 5 Sunstein, 2001 S. 立. 政. 治大. 5. ‧. ‧ 國. 學 sit. y. Nat. n. al. 2013. er. io. 5. i n Ch e n g c h ibU. v. 2014. S. S S. S. 569. 44.

(46) 5. 3. 立. 政治大. ‧. ‧ 國. 學. ,. n. al. er. io. sit. y. Nat S. r. Ch. engchi. i n U. v. S. S. c S. 45.

(47) S. 5 5 b. S. b. a. o. S c 2003 c. S. 政治大. 立. ‧. ‧ 國. 學. 3. n. al. er. io. sit. y. Nat. r. Ch. engchi. i n U. v. e. Sb. 。e. John Stuart Mill. 46.

(48) 5 5. T. 立. 政治大 Churchill T. ‧. ‧ 國. 學. o. y. sit. io. n. al. er. Nat. S. B. Ch ,. engchi. i n U. v. S. S. 47.

(49) 569. 91.4. 20-29. 62.4. S. 3 93.3. S 6.7. S. S S. 3. S. 政治大. S. 立. 5. sit. al. n. c. er. io. c. y. Nat c. 5. ‧. ‧ 國. S. F. 學. 3. 5. Ch. engchi. i n U. v. 48.

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