本研究由三個獨立的子研究組成，旨在探討社交媒體成癮的文獻與理論，並將其與綠色消費話題連結。研究一以文獻計量分析方法重新評估社交媒體成癮相關研究的理論發展；研究二透過調查研究探討社交媒體成癮的主要驅動因素與理論邊界條件；研究三則討論社交媒體成癮者在綠色資訊分享和綠色價值觀方面與非成癮者的異同。
研究結果顯示：（1）普遍而言，綠色資訊分享具有向他人展示理想自我的成份，成癮者與非成癮者沒有差異，不過（2）社交媒體成癮者比非成癮者有更高的自我導向性質，同時也有更高的他人導向性質。（3）黑暗人格、自我調節、害怕錯過和社交焦慮是解釋社交媒體成癮的主要理論流派，期望在社交媒體中獲得不同類型成就的使用者將被不同的前因所驅動。
本研究證明了社交媒體成癮前因須視使用者在社交媒體上的成就動機而有所差異，部分證實了社交媒體成癮尚具有更多維的特性等待探索。將社交媒體成癮者假定為具有較高的自我導向而不利於親社會行為的觀點存在潛在的風險。未來的研究應更仔細地探討社交媒體成癮與多種社交獎勵之間的關聯。實務上，行銷人員應考慮如何設計與引導高社交媒體成癮的使用者，將其成就動機和自我表現欲望轉化為實際的購買和行動。這些發現將提供市場行銷人員作為促進綠色消費洞察，或作為臨床人員預防和治療的參考。

This study consists of three independent sub-studies aimed at exploring the literature and theories related to social media addiction and linking them to the topic of green consumption. The first study re-evaluates the theoretical development of social media addiction-related research using bibliometric analysis ; the second study investigates the main driving factors of social media addiction and its theoretical boundary conditions through a survey study; the third study discusses the similarities and differences between social media addicts and non-addicts in terms of green information sharing and green values.
The findings reveal that: (1) Generally, sharing green information involves displaying an ideal self to others, with no difference between addicts and non-addicts; however, (2) social media addicts have a higher degree of self-orientation and also possess a higher level of other-orientation compared to non-addicts. (3) Dark personality traits, self-regulation, fear of missing out, and social anxiety are the main theoretical streams explaining social media addiction, with users seeking different types of achievements in social media being driven by different antecedents.
This study that the antecedents of social media addiction should vary depending on the user's achievement motivation on social media, partially confirming that social media addiction has more dimensions awaiting exploration. Assuming social media addicts to be highly self-oriented and adverse to prosocial behavior poses potential risks. Future research should explore in more detail the relationship between social media addiction and various social rewards. Practically, marketers should consider how to design and guide users with high social media addiction, transforming their achievement motivation and desire for self-presentation into actual purchases and actions. These findings will provide insights for marketers to promote green consumption or serve as a reference for clinicians in prevention and treatment.

論文審定書 i
論文公開授權書 ii
致謝 iii
摘要 iv
Abstract v
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的與問題 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 重溫綠色消費及相似概念 7
2.2 自我和他人導向在綠色行為 11
2.3 社交媒體成癮 12
第三章 （研究一）社交媒體成癮研究的文獻計量分析 18
3.1 前言 18
3.2 研究方法和數據 20
3.3 研究結果 22
3.4 結論與限制 36
第四章 （研究二）社交媒體成癮的驅動因素與使用動機 39
4.1 前言 39
4.2 研究方法 41
4.3 分析結果 45
4.4 討論與結論 53
第五章 （研究三）綠色消費在社交媒體時代的美德訊號：重新檢視社交媒體成癮的自我觀點 57
5.1 前言 57
5.2 研究方法 59
5.3 分析結果 62
5.4 結論與研究限制 66
第六章 總結與未來研究 69
參考文獻 70
附錄 87

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