| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程(AMBA) === 103 === This research investigates the effect of two medium, which are Facebook website and face-to-face situation, on people’s conformity behavior. Besides, it also tries to examine whether the conformity behavior is moderated by individual’s inner conformity tendency. The author examines relevant research first to build a fundamental understanding of conformity. In addition, it discussed the effect of different characteristics of medium could have upon people’s behavior. Accordingly, it proposes two hypotheses as the followings. Hypothesis one states that individual conform less when on Facebook webpage comparing with which when in face-to-face situation. Hypothesis two proposes that individual’s inner conformity tendency moderates his or her conformity behavior on the above medium subsequently. This research applies experimental method, replicating in each medium the classical line judgement experiment conducted by Asch (1956), to collect data. On the other hand, the researcher also uses questionnaires to measure and collect respondents’ inner conformity tendencies. Finally, the results show that hypothesis one is supported but not hypothesis two. It points out that medium do make a difference on people’s conformity behaviors. Furthermore, individual may conform less when on Facebook website. However, people’s inner conformity tendencies do not significantly moderate to their conformity behavior on the two medium mentioned. Finally, this study could contribute to marketing practice and help managers to know how to adjust strategies in different medium or scenario, such as between Facebook website and face-to-face situation.
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