隨著社群媒體的迅速發展，人們可以突破時空的限制在線上互動，並促成各式主題的線上社群興起。以Facebook「社團」功能為例，許多以韓國流行音樂(K-pop)為主題、由K-pop偶像的粉絲組成的K-pop粉絲社團，提供了諸多志同道合的用戶進行交流與互動的空間，使其在互動上更為集中且便捷。然而，社群媒體為人們帶來便利的同時，也加劇了意見兩極化現象。意見兩極化係指人們分裂為對立群體，針對同一事件抱持對立態度的現象。據本研究觀察，意見兩極化現象在粉絲社群中十分常見，於K-pop粉絲社團中尤為頻繁且嚴重。儘管社團成員擁有許多共通點，鑒於社群媒體可容納不同意見的用戶的特性，結合推薦演算法以及人們喜愛與志同道合的人互動的傾向，仍容易導致意見兩極化現象發生，並伴隨著惡性爭論、激辯、攻擊性言語等，將影響社團氛圍，甚至導致社團分裂。故本研究聚焦於Facebook上的K-pop粉絲社團，透過社會認同理論觀點探討粉絲社團中的意見兩極化現象對社團成員行為的影響，以及探究Facebook心情按鈕除了作為多樣化的情感表達工具外，是否也能調節意見兩極化現象對社團成員的影響，為社團管理與長期發展提供具體建議。
本研究透過問卷收集資料，分析結果發現，在發生意見兩極化現象的貼文情境下，負面效價的Facebook心情按鈕表情符號可正向調節韓國流行音樂認同；粉絲社群認同正向影響粉絲社群成員信任與粉絲社群滿意度，韓國流行音樂認同正向影響粉絲社群成員信任；粉絲社群成員信任正向影響粉絲社群滿意度；粉絲社群滿意度負向影響引戰行為意圖，並正向影響社群合作；最後，引戰行為意圖負向影響社群合作。上述結果可為粉絲社團管理者提供意見兩極化現象發生時的有效應對方案，以及制定管理決策時的參考依據。

With the rapid development of social media, people can interact online without the constraints of time and space, leading to the emergence of various topic-based online communities. Taking Facebook "Groups" function as an example, many K-pop fan groups—composed of fans of Korean popular music idols—have become spaces for like-minded users to communicate and interact more conveniently and intensively. However, while social media brings convenience, it also intensifies the phenomenon of opinion polarization. Opinion polarization refers to the division of people into opposing groups with conflicting attitudes toward the same issue. According to this study's observations, opinion polarization is highly prevalent—and particularly severe—in K-pop fan communities. Although community members often share many similarities, the nature of social media in accommodating diverse opinions, combined with recommendation algorithms and users’ tendency to interact with like-minded individuals, easily contributes to opinion polarization. This is often accompanied by hostile arguments, heated debates, and aggressive language, which can negatively affect community atmosphere and even lead to community fragmentation.
Therefore, this study focuses on K-pop fan groups on Facebook, exploring the influence of opinion polarization on K-pop fan community members’ behavior through the Social Identity Theory perspective. It also investigates whether Facebook reaction icons, aside from serving as diverse tools for emotional expression, can moderate the impact of opinion polarization on community members—providing practical insights for management and long-term development.
Using survey to collect data, the results show that in posts involving opinion polarization, negative emotional valence Facebook reaction icons can positively moderate the impact of opinion polarization on K-pop identification. Fan community identification positively influences fan community member trust and fan community satisfaction, while K-pop identification positively influences fan community member trust. Fan community member trust, in turn, positively affects fan community satisfaction. Fan community satisfaction negatively impacts Flaming behaviour intention and positively affects cooperation. Finally, flaming behaviour intention negatively affects cooperation. These findings offer actionable recommendations for K-pop fan community administrators in managing opinion polarization and formulating effective management strategies.

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