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系統識別號 U0026-1112201515504700
論文名稱(中文) 以資源動員理論、創新擴散理論探討社群網站特性對社會運動方案管理之研究
論文名稱(英文) Using Resource Mobilization Theory and Innovation Diffusion Theory to Explore Effects of Social Networking Sites’ Features on Social Movement Programme Management
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 104
學期 1
出版年 104
研究生(中文) 曾睦欽
研究生(英文) MU-Chin Tseng
學號 R76021061
學位類別 碩士
語文別 中文
論文頁數 103頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-黃靜蓉
中文關鍵字 方案管理  社群網站  社會運動  資源動員理論  創新擴散理論 
英文關鍵字 Programme management  Social networking sites  Social movement  Resource mobilization theory  Diffusion of innovation theory 
學科別分類
中文摘要 方案管理可以分成專案及價值兩大構面包括規劃、控制、執行、處境、意念六個子構面。社會運動是代表一群人對於社會結構及福利分配改變的一連串看法和信念之活動,是有目的的集體行動,期待改變社會的價值與制度。社會運動以方案管理進行,如何有效引起大眾注意並且讓更多大眾自願參與,值得本研究深入探討。在此,以資源動員理論、創新擴散理論出發,探討社群網站特性如何影響社會運動方案管理。
台灣是最早網路普及化的先進國家之一,因此從網路撥接時代開發的佈告欄系統(Bulletin Board System,例如:批批踢PTT),到今日寬頻光纖的高速網路時代,台灣網路使用者能善用社群網站特性的能力 (例如:臉書Facebook, FB),有效發起社會運動並且將社群網站成為社會運動的擴散中心。本研究首先整理文獻再以立意抽樣的方式得知社群網站特性如何影響社會運動方案管理的成效,包括:如何有效促進社會運動的擴散。本研究期待延伸資源動員理論、創新擴散理論的概念範疇,並且提出具體建議給現在與未來社會運動推動者。
本研究從PTT收集華人社會近年三大社會運動:太陽花學運、洪仲丘事件、雨傘革命的問卷,研究結果顯示社群網站特性會對社會運動方案管理產生顯著正面影響,同時回歸分析發現創新性確實會影響社群網站特性對社會運動方案管理成效的認知;當社群網站特性的水平低時,高創性組中社會運動方案管理的成效的分數高於低創新組,然而隨著社群網站特性水平提高時,低創新性組中社會運動方案管理成效評價的分數會快速上升最後超過高創新性組,在結構方程分析中同樣也顯示創新性是負向調節兩者。
現在許多領域學者都大聲疾呼社會正義的重要,提出社會企業、企業社會責任、社會進步指數…等多個概念,但還是很少社會運動研究結合多領域知識,所以本研究結合各領域大師的理論輔以科學的分析工具,期望能站在巨人的肩膀上看見社會運動研究的全新風景。
英文摘要 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.
論文目次 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 4
1.3 研究範圍與限制 5
1.4 研究流程 6
第二章 文獻探討 7
2.1 資源動員理論 7
2.2 創新擴散理論 8
2.3 社會運動於社群網站 10
2.4 方案管理在社會運動的應用 14
第三章 研究方法 22
3.1 研究模型與假設 22
3.2 構面操作型定義與問卷設計 24
3.3 研究對象與資料蒐集 28
3.4 資料分析方法 30
第四章 研究結果 31
4.1 專家效度 31
4.2 前測結果 32
4.3 正式問卷 35
4.3.1 太陽花學運問卷分析 36
4.3.2 洪仲丘事件問卷分析 50
4.3.2 雨傘革命問卷分析 62
第五章 結論 74
5.1 討論 74
5.1 學術貢獻與實務貢獻 76
5.2 研究限制與未來研究 83
參考文獻 85
附件一 97
附件二 99
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