| Summary: | 碩士 === 國立成功大學 === 資訊管理研究所 === 104 === Programme management can be divided into two major dimensions, value and project, containing six sub-dimensions: planning, control, execution, sense-making, ideation, and evaluation. A social movement is a series of activities carried out by a group of people, representative of their own views and beliefs, with the collective goal of changing the status of social welfare structures and distribution. Social values and systems also change through social movements. Applying the concept of programme management in carrying out social movements enables organizers to attract public attention and allow more voluntary public participation. As this is worthy of in-depth exploration, this study uses the theories of resource mobilization and innovation diffusion to explore how social networking sites affect social movements’ programme management performance.
Taiwan is an advanced economy with the earliest Internet popularization. Since the Bulletin Board System (e.g., PTT) developed in the dial-up Internet era, social networking sites (SNS) (e.g., Facebook), have developed in the era of optical-fiber high-speed Internet connections. Taiwanese Internet users can effectively use the features of SNS to initiate social movements, and turn these sites into the distribution centers for these social movements. This study first reviews the related literature to develop a questionnaire that was judgmental distributed to people who have participated in a social movement. This study expects to determine how SNS features affect social movements’ programme-management performance, such as how to effectively spread the movement. This study looks forward to extending the conceptual basis for the theories of resource mobilization and innovation diffusion, and providing the current and future initiators of these social movements with concrete recommendations.
This study collected data from PTT pertaining to three recent social movements in the Chinese community: 1) the Sunflower student movement, 2) Hung Chung mound event, and 3) the umbrellas revolution. The resultsshow that SNS features have a significant positive impact on social movements’ programme management performance, and innovation is a negative moderator in the relationship betweenSNS features and programme management performance of social movements. When there is low-level use of SNS features, the highly innovative group has higher programme management performance than that of the low innovation group. However, thescore oflow-level innovation group rises rapidly over time, eventually overtaking the high innovation group. Structural equation modeling (SEM) results also show that innovation is a negative moderatorin the relationship between SNS features and programme management performance. However, innovation overall improves programme management performance. Scholars have suggested focusing on social justice, proposed social enterprises, corporate social responsibility, and social progress indices, among others. However, researchers rarely combine social movement research with other fields of knowledge. This study combined two significant theories from other fields with scientific tools, and hopes to inspire a new social movement research landscape.
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