The Research of Participation in Anti-fans Groups on Facebook

• Main Authors: Hsuan Chang, 張萱
• Other Authors: Shao-Jung Wang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/23901500319449476189

碩士 === 國立中山大學 === 傳播管理研究所 === 100 === As the growing of social media and user-generated content phenomena, SNSs (Social Networking Sites) become a critical platform for people to join the virtual community to communicate and interact with each other. In addition to the positive virtual groups, there are also negative-bias counterparts - Anti-fans groups. The main purpose of Anti-fans groups is to oppose and attack particular celebrities they hate. The influence of such groups on the Internet cannot be underestimated. Based on the Use and Gratification Theory, the study proposes both environmental and psychological factors have the effect on motives, behaviors and attitudes. The research hypothesizes that both Computer-mediated Communication characteristics (CMC) and Big Five Personality traits do influence the motives, behaviors and attitudes of participating in Anti-fans groups. This research adopted Internet surveys and took samples from members from Anti-fans groups on Facebook. Results showed that high levels of Disinhibition and Self-disclosure of CMC characteristics and significantly predicted the motives, behaviors and attitudes of participating in Anti-fans groups, and so do Extraversion and Neuroticism of Big Five Personality traits. Furthermore, individuals with different motivations have diversity of behaviors and gratifications of participating in Anti-fans group