隨著網際網路的發達，許多社群媒體及社交網站(例如:Facebook、Instagram、Twitter、LinkedIn)開始出現(Hajli, 2015; Huang and Benyoucef, 2013; Stephen and Toubia, 2010)，其使用者人數也不斷的上升。許多人會在社群媒體上發佈貼文。近年來出現了一種數位自殘的社會現象，也就是透過文字，在社群媒體上發佈有關辱罵自己、自我放棄的自殘文。本研究主要從讀者的角度去探討當讀者閱讀完自殘文後會對發文者發文動機有何判斷，進而影響到自身對訊息的可信度及內心是否產生同情、同理心及不公平感，導致最後讀者是否給予正向回應。另外，也探討自殘文是否能比引經據典、講述道理的反擊文獲得更多的正向回應。本研究透過問卷前測模擬了一篇自殘文和一篇反擊文，分別讓兩組人進行閱讀，並透過問卷方式取得了241份有效問卷(124份閱讀自殘文的問卷及117份閱讀反擊文的問卷)，再進一步使用 Partial Least Squares 方法來找出各構面之間的關係。最終經過實證數據可以得知讀者對於發文者發文動機判斷的不同，會影響讀者內心的感受及讀者對貼文的可信度。而讀者對貼文的可信度也是重要的變數，當可信度越高就越容易產生同情、不公平感及同理心，最後給予正項的回應。反之，當可信度越低，就會降低讀者內心的同情、不公平感及同理心，最終也不會給予正向回應。另外，本研究數據也證實自殘文確實是較容易獲得讀者在情感上給予的支持，也較能獲得正向回應。本研究期望結果為以不同的角度來探討一個社會現象，提供更多有關數位自殘的文獻，讓更多學者了解數位自殘。

Recently, there emerged a social phenomenon where individuals post self-harm articles that insult themselves on the social media. This study considers how reader judges the self-harm article author’s motivation for posting such article after reading them, and how such a judgment further affects how reader perceives the credibility of the article, generation of empathy, sympathy and unfairness toward the author, and in provides positive supporting remark to the author. This study obtained the relevant data through questionnaires and partial least squares method was used to analyze the data. The results show that readers do provide emotional support and positive remarks to the authors.

論文審定書..............................................................................................................i
摘要……………………………………………………………………………………ii
Abstract…………….…………………………………………………………………iii
目錄…………………………………………………………………………………...iv
圖錄……………………………………………………………………………………v
表錄…………………………………………………………………………………...vi
第一章 緒論…………………………………………………………..........................1
第二章 文獻探討與假說建立………………………………………………………..5
第一節 數位自殘簡介………………………………………………………….......5
第二節 發文者動機的判斷……………………………………………………......6
第三節 訊息可信度構面…………………………………………………………..8
第四節 讀者的感受構面…………………………………………………………..9
第五節 正向回應…………………………………………………………….........12
第三章 研究方法……………………………………………………………............14
第一節 研究架構與假說路徑……………………………………………………14
第二節 研究構面…………………………………………………………….........14
第三節 操作型定義及研究問項…………………………………………………15
第四節 問卷施測與分析工具……………………………………………………18
第四章 數據分析……………………………………………………………............20
第一節 樣本結構…………………………………………………………….........20
第二節 研究構面分析…………………………………………………………….21
第三節 假說驗證…………………………………………………………….........24
第五章 結論與建議……………………………………………………………........28
第一節 結論與討論…………………………………………………………….....28
第二節 實務意涵…………………………………………………………….........30
第三節 未來建議方向…………………………………………………………….32
參考文獻……………………………………………………………………………..33

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