人們除了經由獨立思考下決策外，還會受周遭環境影響，致改變自身行為。例如，個體從眾的現象。過去雖有許多對於影響從眾之變數做的研究，包括各種網路媒介，但仍未有人探討目前廣受大眾使用之臉書網站的影響。本研究即在探討人們於臉書網站上與實體情境間的從眾行為程度差異，並了解該從眾行為是否受個體從眾傾向調節。本研究先藉回顧相關文獻了解從眾基礎研究，及個體因素對從眾傾向之影響。接著由個體、空間及時間三構面探討媒介特性及其可能產生的差異，最後比較不同媒介上進行的從眾研究，以推出本研究假設一：個體在臉書網站上從眾的行為程度較實體情境中低；假設二：個人從眾傾向對前述兩介面間之從眾行為具有正向調節效果。本研究透過實驗法，於兩介面中進行Asch (1956)之線段實驗，以驗證假設一。另結合問卷調查受試者之從眾傾向。結果顯示，假設一獲得支持，但無顯著證據證明假設二成立。顯示介面不同確實影響個體從眾的行為程度，並且人們在臉書上之從眾程度較低，於面對面情境中較高。另外，內在從眾傾向未能顯著調節個體在兩介面中的從眾行為。藉此研究，可讓管理者了解兩種介面可能造成之差異，以協助各種企業策略在不同情境間之移轉、應用及調整。

This research investigates the effect of two medium, which are Facebook website and face-to-face situation, on people’s conformity behavior. Besides, it also tries to examine whether the conformity behavior is moderated by individual’s inner conformity tendency. The author examines relevant research first to build a fundamental understanding of conformity. In addition, it discussed the effect of different characteristics of medium could have upon people’s behavior. Accordingly, it proposes two hypotheses as the followings. Hypothesis one states that individual conform less when on Facebook webpage comparing with which when in face-to-face situation. Hypothesis two proposes that individual’s inner conformity tendency moderates his or her conformity behavior on the above medium subsequently. This research applies experimental method, replicating in each medium the classical line judgement experiment conducted by Asch (1956), to collect data. On the other hand, the researcher also uses questionnaires to measure and collect respondents’ inner conformity tendencies. Finally, the results show that hypothesis one is supported but not hypothesis two. It points out that medium do make a difference on people’s conformity behaviors. Furthermore, individual may conform less when on Facebook website. However, people’s inner conformity tendencies do not significantly moderate to their conformity behavior on the two medium mentioned. Finally, this study could contribute to marketing practice and help managers to know how to adjust strategies in different medium or scenario, such as between Facebook website and face-to-face situation.

Argyle, M. (1957). Social pressure in public and private situations. The Journal of Abnormal and Social Psychology, 54(2), 172.
Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. Groups, Leadership, and Men, 222–236.
Asch, S. E. (1955). Opinions and social pressure. Readings about the Social Animal, 17–26.
Asch, S. E. (1956). Studies of independence and conformity: I. A minority of one against a unanimous majority. Psychological Monographs: General and Applied, 70(9), 1–70. http://doi.org/10.1037/h0093718
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481.
Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth: How the medium shapes the message. Journal of Consumer Research, 40(3), 567–579. http://doi.org/10.1086/671345
Blake, R. R., Helson, H., & Mouton, J. S. (1957). The generality of conformity behavior as a function of factual anchorage, difficulty of task, and amount of social pressure. Journal of Personality, 25(3), 294. http://doi.org/10.1111/1467-6494.ep8930935
Bond, R., & Smith, P. B. (1996). Culture and conformity: A meta-analysis of studies using Asch’s (1952b, 1956) line judgment task. Psychological Bulletin, 119(1), 111–137. http://doi.org/10.1037/0033-2909.119.1.111
Brandtzæg, P. B., Lüders, M., & Skjetne, J. H. (2010). Too Many Facebook “Friends”? Content Sharing and Sociability Versus the Need for Privacy in Social Network Sites. International Journal of Human-Computer Interaction, 26(11-12), 1006–1030. http://doi.org/10.1080/10447318.2010.516719
Burnkrant, R. E., & Cousineau, A. (1974). The role of social influence in buyer behavior. Advances in Consumer Research, 1(1), 431–431.
Cesario, J., & Higgins, E. T. (2008). Making message recipients “feel right”: How nonverbal cues can increase persuasion. Psychological Science, 19(5), 415–420.
Cho, M., Schweickart, T., & Haase, A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565–567. http://doi.org/10.1016/j.pubrev.2014.01.008
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1), 591–621. http://doi.org/10.1146/annurev.psych.55.090902.142015
Cinnirella, M., & Green, B. (2007). Does “cyber-conformity” vary cross-culturally? Exploring the effect of culture and communication medium on social conformity. Computers in Human Behavior, 23(4), 2011–2025. http://doi.org/10.1016/j.chb.2006.02.009
Coleman, J. F., Blake, R. R., & Mouton, J. S. (1958). Task difficulty and conformity pressures. The Journal of Abnormal and Social Psychology, 57(1), 120.
Company Info | Facebook Newsroom. (n.d.). Retrieved from http://newsroom.fb.com/company-info/
De Meo, P., Ferrara, E., Fiumara, G., & Provetti, A. (2014). On Facebook, Most Ties Are Weak. Commun. ACM, 57(11), 78–84. http://doi.org/10.1145/2629438
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636. http://doi.org/10.1037/h0046408
Elliston, F. A. (1982). Anonymity and whistleblowing. Journal of Business Ethics, 1(3), 167–177. http://doi.org/10.1007/BF00382768
Facebook. (n.d.). Retrieved October 19, 2014, from https://www.facebook.com/facebook
Festinger, L., Pepitone, A., & Newcomb, T. (1952). Some consequences of deindividuation in a group. The Journal of Abnormal and Social Psychology, 47(2 Suppl.), 382–389.
Gwebu, K. L., Wang, J., & Guo, L. (2014). Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook. Decision Support Systems, 67, 66–77. http://doi.org/10.1016/j.dss.2014.08.004
Hardy, K. R. (1957). Determinants of conformity and attitude change. Journal of Abnormal & Social Psychology, 54(3), 289.
Heerdink, M. W., van Kleef, G. A., Homan, A. C., & Fischer, A. H. (2013). On the social influence of emotions in groups: Interpersonal effects of anger and happiness on conformity versus deviance. Journal of Personality & Social Psychology, 105(2), 262–284. http://doi.org/10.1037/a0033362
Hornsey, M. J., Majkut, L., Terry, D. J., & McKimmie, B. M. (2003). On being loud and proud: Non-conformity and counter-conformity to group norms. British Journal of Social Psychology, 42(3), 319–335.
Huang, X. I., Zhang, M., Hui, M. K., & Wyer Jr., R. S. (2014). Warmth and conformity: The effects of ambient temperature on product preferences and financial decisions. Journal of Consumer Psychology, 24(2), 241–250. http://doi.org/10.1016/j.jcps.2013.09.009
Kiesler, S., Siegel, J., & McGuire, T. W. (1984). Social psychological aspects of computer-mediated communication. American Psychologist, 39(10), 1123–1134. http://doi.org/10.1037/0003-066X.39.10.1123
Kiesler, S., & Sproull, L. (1992). Group decision making and communication technology. Organizational Behavior and Human Decision Processes, 52(1), 96–123. http://doi.org/10.1016/0749-5978(92)90047-B
Lascu, D.-N., & Zinkhan, G. (1999). Consumer conformity: Review and applications for marketing theory and practice. Journal of Marketing Theory & Practice, 7(3), 1.
Ledbetter, A. M., & Larson, K. A. (2008). Nonverbal cues in e-mail supportive communication. Information, Communication & Society, 11(8), 1089–1110. http://doi.org/10.1080/13691180802109022
Lee, E. J. (2006). When and how does depersonalization increase conformity to group norms in computer-mediated communication? Communication Research, 33(6), 423–447. http://doi.org/10.1177/0093650206293248
Lefkowitz, M., Blake, R. R., & Mouton, J. S. (1955). Status factors in pedestrian violation of traffic signals. Journal of Abnormal Psychology, 51(3), 704–706.
McKenna, K. Y. A., & Bargh, J. A. (2000). Plan 9 from cyberspace: The implications of the Internet for personality and social psychology. Personality & Social Psychology Review (Lawrence Erlbaum Associates), 4(1), 57–75.
McLuhan, M. (2001). The medium is the massage: An inventory of effects. Corte Madera, CA: Gingko Press.
Mori, K., & Arai, M. (2010). No need to fake it: Reproduction of the Asch experiment without confederates. International Journal of Psychology, 45(5), 390–397. http://doi.org/10.1080/00207591003774485
Parks, M. R., & Floyd, K. (1996). Making friends in Cyberspace. Journal of Communication, 46(1), 80–97. http://doi.org/10.1111/j.1460-2466.1996.tb01462.x
Postmes, T., & Spears, R. (1998). Deindividuation and antinormative behavior: A meta-analysis. Psychological Bulletin, 123(3), 238–259. http://doi.org/10.1037/0033-2909.123.3.238
Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224–235. http://doi.org/10.1016/j.elerap.2013.01.003
Rasmussen, K. G. (1984). Nonverbal behavior, verbal behavior, resumé credentials, and selection interview outcomes. Journal of Applied Psychology, 69(4), 551–556. http://doi.org/10.1037/0021-9010.69.4.551
Reicher, S. D., Spears, R., & Postmes, T. (1995). A social identity model of deindividuation phenomena. European Review of Social Psychology, 6(1), 161–198. http://doi.org/10.1080/14792779443000049
Rogers, P., & Lea, M. (2005). Social presence in distributed group environments: The role of social identity. Behaviour & Information Technology, 24(2), 151–158. http://doi.org/10.1080/01449290410001723472
Rosander, M., & Eriksson, O. (2012). Conformity on the Internet – The role of task difficulty and gender differences. Computers in Human Behavior, 28(5), 1587–1595. http://doi.org/10.1016/j.chb.2012.03.023
Sarnoff, I., & Katz, D. (1954). The motivational bases of attitude change. The Journal of Abnormal and Social Psychology, 49(1), 115–124. http://doi.org/10.1037/h0057453
Sassenberg, K., & Boos, M. (2003). Attitude change in computer-mediated communication: Effects of anonymity and category norms. Group Processes & Intergroup Relations, 6(4), 405–422. http://doi.org/10.1177/13684302030064006
Sheldon, K. M., Abad, N., & Hinsch, C. (2011). A two-process view of Facebook use and relatedness need-satisfaction: Disconnection drives use, and connection rewards it. Journal of Personality and Social Psychology, 100(4), 766–775. http://doi.org/10.1037/a0022407
Short, J., Williams, E., & Christie, B. (1976). The Social Psychology of Telecommunications. John Wiley and Sons Ltd.
Sia, C.-L., Tan, B. C. Y., & Wei, K.-K. (2002). Group polarization and computer-mediated communication: Effects of communication cues, social presence, and anonymity. Information Systems Research, 13(1), 70–90.
Siegel, J., Dubrovsky, V., Kiesler, S., & McGuire, T. W. (1986). Group processes in computer-mediated communication. Organizational Behavior and Human Decision Processes, 37(2), 157–187.
Smilowitz, M., Chad Compton, D., & Flint, L. (1988). The effects of computer mediated communication on an individual’s judgment: A study based on the methods of Asch’s social influence experiment. Computers in Human Behavior, 4(4), 311–321. http://doi.org/10.1016/0747-5632(88)90003-9
Spears, R., & Lea, M. (1994). Panacea or panopticon?: The hidden power in computer-mediated communication. Communication Research, 21(4), 427–459. http://doi.org/10.1177/009365094021004001
Sproull, L., & Kiesler, S. (1986). Reducing social context cues: Electronic mail in organizational communications. Management Science, 32(11), 1492–1512.
Tan, B. C. Y., Wei, K.-K., Watson, R. T., Clapper, D. L., & McLean, E. R. (1998). Computer-Mediated Communication and Majority Influence: Assessing the Impact in an Individualistic and a Collectivistic Culture. Management Science, 44(9), 1263–1278.
Tyson, H. L., & Kaplowitz, S. A. (1977). Attitudinal conformity and anonymity. Public Opinion Quarterly, 41(2), 226–234.
Valenzuela, S., Arriagada, A., & Scherman, A. (2012). The Social Media Basis of Youth Protest Behavior: The Case of Chile. Journal of Communication, 62(2), 299–314. http://doi.org/10.1111/j.1460-2466.2012.01635.x
Venkatesan, M. (1966). Experimental study of consumer behavior conformity and independence. Journal of Marketing Research (JMR), 3(4), 384–387.
Venkatesan, M. (1968). Personality and persuasibility in consumer decision making. Journal of Advertising Research, 8(1), 39–45.
Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “Likes” You … and Why? A Typology of Facebook Fans. Journal of Advertising Research, 54(1), 92–109. http://doi.org/10.2501/JAR-54-1-092-109
Walther, J. B., & Burgoon, J. K. (1992). Relational communication in computer-mediated interaction. Human Communication Research, 19(1), 50–88. http://doi.org/10.1111/j.1468-2958.1992.tb00295.x
Walther, J. B., & D’addario, K. P. (2001). The impacts of emoticons on message interpretation in computer-mediated communication. Social Science Computer Review, 19, 324–347.
Walther, J. B., Heide, B. V. D., Hamel, L. M., & Shulman, H. C. (2009). Self-Generated Versus Other-Generated Statements and Impressions in Computer-Mediated Communication A Test of Warranting Theory Using Facebook. Communication Research, 36(2), 229–253. http://doi.org/10.1177/0093650208330251
Wang, S. S. (2013). “I Share, Therefore I Am”: Personality Traits, Life Satisfaction, and Facebook Check-Ins. CyberPsychology, Behavior & Social Networking, 16(12), 870–877. http://doi.org/10.1089/cyber.2012.0395
Wang, Z., Walther, J. B., & Hancock, J. T. (2009). Social identification and interpersonal communication in computer-mediated communication: What you do versus who you are in virtual groups. Human Communication Research, 35(1), 59–85. http://doi.org/10.1111/j.1468-2958.2008.01338.x
Zimbardo, P. G. (1969). The human choice: Individuation, reason and order vs. deindividuation, impulse and chaos. Stanford, Calif.: Stanford University, Dept. of Psychology.