社群網站提供了一個便捷的溝通管道,成員可以很容易的表達意見或想法,並且建立自身的社會關係網絡,透過這層關係,使得資訊更容易被推播與支持,進而達到一呼百應的效果。但成員往往只看見屬於自身關係網絡內的資訊,不易觀察事件的原貌,加上訊息發布者為了達到號召群眾的目的,可能在訊息之中使用暗示的敘述,以及其他成員的情緒助燃,使得社群成員可能因此產生從眾行為而不知。本研究以實驗法來探討Facebook社群網絡中,「訊息暗示」及「情緒感染」對「從眾行為」的影響,受測者被隨機分派到四個情境中的其中一個,在看完設計的訊息與網友留言後,填寫量測問卷。實驗結果發現,「訊息暗示」及「情緒感染」對受測者的「從眾行為」確實造成影響,樣本數據也顯示兩個自變數之間並沒有交互作用。研究結論,網路社群有「從眾行為」,並且「從眾行為」受情緒感染的效果不亞於受暗示的效果。
As community sites offer convenient ways for communication, members can easily express their opinions or ideas, and build their own social network. Through this relationship, their opinions will be spread and supported more easily, thus achieving the effect of mass responses. However, members only see the information within their own network of relationships, thus it's difficult for them to see the original appearance of the event. If message publisher intend to call for the masses, they can use message suggestion and contagion. That is likely to cause community members to follow the majority, though they were not aware of. This study conducts an experiment to explore the conformity in Facebook. Subjects are assigned to experiment groups in random, and 135 valid samples were gathered. After data analysis, the results reveal that conformity phenomenon is affected by message suggestion and emotional contagion.