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    Title: 社群媒體中網路外部性調節正負向評論機制對自我呈現策略在行為意圖之影響
    The Effect of Network Externalities and the Moderating Mechanism of Positive and Negative Comments on Self-Presentation Strategies and Behavioral Intentions in Social Media
    Authors: 李晨影
    Li, Chenying
    Contributors: 陳聖智
    Chen, Sheng-Chih
    李晨影
    Li, Chenying
    Keywords: 正向評論
    負向評論
    網路外部性調節
    線上自我呈現策略
    計劃行為
    行為意圖
    Positive Comments
    Negative Comments
    Network Externality
    Online Self-Presentation Strategies
    Theory of Planned Behavior (TPB)
    Behavioral Intentions
    Date: 2025
    Issue Date: 2025-03-03 14:49:44 (UTC+8)
    Abstract: 本研究旨在探討社群媒體中正負向評論機制及網路外部性如何影響使用者
    的線上自我呈現策略及其後對行為意圖的影響。
    基於數位化浪潮的快速發展，線上評論已成為消費者決策和社群互動的重
    要參考依據；同時，社群媒體平台的網路外部性——即使用者規模對平台價值的影響，也加深評論對自我呈現行為的調節作用。
    研究從以下三個核心問題出發：不同性質的評論（正向及負向）如何影響
    使用者的自我呈現策略；網路外部性是否在正負評論機制影響自我呈現策略中起到調節作用；自我呈現策略對使用者行為意圖有何影響。透過綜合分析評論機制、自我呈現與網路外部性的理論基礎，研究建立了多層次的結構方程模型（SEM），對變量間的關係進行實證檢驗。
    實證結果表明，正面評論通常促使使用者採取積極的自我呈現策略，包括
    控制訊息釋放、角色一致性、理想化表演；負面評論則可能使使用者選擇更為保守的自我呈現策略，如增大角色距離或是致力于修正失誤；網路外部性進一步影响了評論影響的強度；同時，自我呈現策略對行為意圖具有影響，顯示個體的線上自我呈現策略會透過適應評論的社會壓力以改變互動意願。
    This study aims to explore how the mechanisms of positive and negative reviews in social media, along with network externalities, influence users' online selfpresentation strategies and subsequently affect their behavioral intentions.
    With the rapid development of digitalization, online reviews have become a crucial reference for consumer decision-making and social interactions. Simultaneously,
    the network externalities of social media platforms—the impact of user scale on platform value—further amplify the moderating role of reviews on self-presentation behaviors.
    This research addresses three core questions: (1) How do different types of reviews (positive and negative) influence users' self-presentation strategies? (2) Do network
    externalities moderate the impact of review mechanisms on self-presentation strategies?
    (3) How do self-presentation strategies affect users' behavioral intentions? By integrating theoretical foundations of review mechanisms, self-presentation, and
    network externalities, this study constructs a multi-level structural equation model (SEM) to empirically examine the relationships between these variables.
    The empirical results indicate that positive reviews generally encourage users to adopt proactive self-presentation strategies, such as controlling information disclosure, maintaining role consistency, and idealized performance. In contrast, negative reviews may lead users to adopt more conservative self-presentation strategies, such as increasing role distance or actively correcting mistakes. Additionally, network externalities further influence the strength of these review effects. Furthermore, selfpresentation strategies significantly impact behavioral intentions, suggesting that individuals' online self-presentation behaviors adapt to social pressures arising from reviews, thereby altering their willingness to engage in interactions.
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    109464070
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109464070
    Data Type: thesis
    Appears in Collections:[Master`s Program in Communication] Theses

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