| Summary: | 碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 106 === It is hard to find one had no experience using social networks in any age ranges. However, most of social network members are lurkers who barely post or comment to express their opinion. On the other hand, little regular posters contribute most content in every virtual society.
This study used the concept of opinion congruency in spiral of silence theory to link up multiple lurking motives found by past studies in order to clarify how posters’ texts influence lurking motives and behavior. Besides, for the purpose of comparing pros and cons between social listening and survey, this study adopted both research methods to measure major opinion in discussion threads wherea seprated the two methods into subjective and objective ones. Also, this study would have preliminary discuss about the fact of limited analytical source of social listening.
Collected 599 valid surveys and 285 social network discuss thread text, the result found that opinion congruency negatively influenced both lurking motives which positively influenced lurking behavior. The result also found that the subjective and objective research methods in this study were significantly related, and shared same predictive ability on both lurking motives’ mediated effect.
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