【摘要】
社群媒體，特別是Instagram，在塑造親環境行為方面扮演關鍵角色，然而，目前尚不清楚參與行為究竟是源自於真誠的環境關懷，還是受到社會影響所驅動。本研究結合計畫行為理論與規範啟動模式，探討社群媒體參與與從眾行為對海灘淨灘活動參與的影響。本研究以臺灣668名大學生為對象進行問卷調查，測量項目包括社群媒體使用情形、使用者產出內容所引發的認知與情緒觸發、個人規範、知覺行為控制、行為意圖與實際參與行為。透過結構方程模型分析結果顯示，社群媒體參與會正向影響認知與情緒觸發，而這些觸發進一步形塑個人規範與行為意圖。個人規範對行為意圖具有顯著影響，而行為意圖則驅動實際行為。本研究對社群媒體促進親環境行動的機制提供洞見，並突顯從眾影響在行為形成過程中的重要性。
Social media, particularly Instagram, plays a crucial role in shaping pro-environmental behavior, yet it remains unclear whether participation is driven by genuine environmental concern or social influence. This study integrates the Theory of Planned Behavior and the Norm Activation Model to examine the impact of social media engagement and conformity on beach cleanup participation. A survey of 668 university students in Taiwan was conducted, measuring social media usage, cognitive and emotional triggers from user-generated content, personal norms, perceived behavioral control, intentions, and actual participation. Structural equation modeling revealed that social media engagement positively influences cognitive and emotional triggers, which, in turn, shape personal norms and behavioral intentions. Personal norms significantly impact intentions, which then drive actual behavior. This study provides insights into the role of social media in promoting pro-environmental actions and highlights the influence of conformity in shaping behavior.
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