洪雅慧、張恩光

Yah-Huei Hong & Roland Chang

行為效應、社會距離、第三人效果、第一人效果、政黨認同、 臉書

behavioral effect, first-person effect, Facebook, party identification, social distance, third-person effect

蔡英文總統出訪南美，過境美國洛杉磯時到85°C買咖啡，引發了中國媒體及網友批評及抵制，85°C因此被指責為臺獨企業，蔡更被臺灣媒體抨擊為試圖操縱2018年年底的選舉。本研究使用了大數據分析檢視了臉書粉絲頁上之於該事件貼文的按讚數，發現有關蔡的負面貼文之所得按讚數超過兩萬七千個，於是進一步以網路調查法來檢測政黨認同與社會距離對於第三人效果與第一人效果之影響。結果顯示：泛綠與中立者皆認為相關訊息對於住在不同縣市與住在同一縣市的「他人」之影響大於對自己的影響;泛藍並未出現第一人效果；而社會距離的假設僅被印證於中立者身上；產生第三人效果之泛綠，則出現了行為效應──傾向不在臉書上按讚或留言。

After Taiwan President Tsai Ing-wen visited Los Angeles and bought a coffee at the 85°C Bakery Café, the café received a barrage of attacks from Chinese citizens and state media accusing it of supporting Taiwan independence. Tsai was also accused by Taiwanese media of trying to influence the 2018 elections. This research counted the number of likes on Facebook posts related to the incident. Posts portraying Tsai negatively received 27,000 likes. We then evaluated the influence of party identification and social distance on the first- and third-person perceptions of the incident by using an online survey. The results showed that pan green and neutral people thought the incident had a greater influence on people both in other counties and his own than on themselves. First-person perception was absent in the pan-blue group. The hypothesis regarding social distance was supported only in the neutral group, and the third- person perception and its behavioral consequences were discovered among the pan-green members who tended not to click the Like button or to leave comments on Facebook.