社群媒體中同溫層效應對線上政治行為之影響

The Influence of the Echo Chamber on Online Political Behavior

本研究探討社群媒體同溫層效應對線上政治表達意願的影響。在探討同溫層的文獻中，雖有結合社群媒體與政治參與的相關討論，但研究多集中在探討單一社會議題下的同溫層效應，缺乏對整體政治參與的考量。本文透過網路問卷收集1,541份有效樣本，運用結構方程模型分析同溫層效應對線上政治表達的影響機制。研究設計將同溫層效應分為「感知社群好友立場一致性」和「感知社群新聞立場一致性」兩個構面，並探究其對線上政治表達意願的直接影響，以及對民主滿意度的間接影響。同時，本研究引入政黨忠誠為重要控制變量，以更全面地理解同溫層效應在政治行為中的作用。
研究發現，同溫層效應會顯著提升線上政治表達意願，也會增加民眾的民主滿意度，但民主滿意度並未對此關係產生中介作用。感知社群好友立場一致性和感知社群新聞立場一致性都與線上政治表達意願呈現顯著正相關。此外，研究亦發現政黨忠誠對同溫層效應與線上政治表達意願之間的關係具有負向調節作用，這意味對特定政黨具較高忠誠度者，其同溫層效應對促進線上政治表達的作用反而較弱。本文擴展了對政治行為背後潛在機制的理解，不僅為理解同溫層效應如何影響社會和政治提供新視角，同時豐富政治行為影響因素的相關研究。

This study investigates the impact of social media echo chambers on individuals' willingness to express political views online. While prior research has explored the relationship between social media and political participation, much of it has been limited to specific social issues, lacking a broader perspective on overall political engagement. This study addresses that gap by analyzing data from 1,541 valid responses collected via an online survey, using structural equation modeling to assess the direct and indirect effects of echo chambers on online political expression.
The findings reveal that echo chambers significantly increase both the willingness to express political opinions online and satisfaction with democracy. However, contrary to expectations, satisfaction with democracy does not mediate the relationship between the echo chamber effect and online political expression. Furthermore, party affiliation emerges as a key moderating variable, reducing the strength of the echo chamber’s influence on political expression. Overall, this research offers novel insights into how echo chambers shape political participation, contributing to the understanding of factors influencing political behavior. It adds to the ongoing discourse on the role of social media in shaping political engagement and participation in democratic societies.