| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 99 === In recent years, New Media such as internet not only impacted old media but also widely used by citizenship. For example, Thousands of internet users set up a voluntary "Morakot Typhoon disaster network center" raised supplies and reported the latest disaster in remote mountainous areas in 2009. January 2011 People in Egypt also used a network of new media to raise citizen to demonstrate their anger of government, they finally attracted international attention. These phenomena have demonstrated new media''s power and influence.
This study explores the factors and cognitive attitudes of citizens when they through a network use new media to participate in public affairs. The factors were chosen from literatures and corresponded to PAM (integrated public affair management framework). Five decision-making variables (cues) of this study are "selfish - altruism", "support from peer", "self-ability", "anonymous degree ", and "the issue of topic". Questionnaire was based on Social Judgment Theory, SJT. Both physical survey questionnaires and internet questionnaires were disseminated to new media users. Total questionnaires are 152 and valid questionnaires are 88. Through statistical software policy PC to understand the subject''s decision-making for these five variables in the cognitive approach. The results are as follows:
1. In the average weights, the most important cue for all groups is "anonymous degree" followed by "self-ability", "selfish - altruism", "support from peer", and "the issue of topic".
2. In the judgment functions, all groups have positive attitude toward the three cues: "selfish - altruism", "self-ability" and "anonymous degree". All groups have U-curve attitude toward the cue:"support from peer". All groups have positive attitude and U-curve attitude toward the cue:"the issue of topic".
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