近來由於社交媒體與使用者自創內容的崛起，社群網站(Social Networking Sites)成為網路使用者彼此互動的重要平台，人們在上面成立虛擬社群，討論分享共同的興趣、理念與知識。除了正面行為導向的社群外，也存在於負面行為導向的團體，反迷粉絲團(Anti-fans groups)即是其中一支。反迷粉絲團的主要目標在於反對、批評與攻擊特定的名人，包括明星藝人、運動員、政治人物等等。
本研究旨在探討什麼樣的因素會影響參與反迷粉絲團的動機、參與者在這其中的行為以及他們參與後的態度，再者分析動機、行為、態度三者的關係。根據使用與滿足理論 (Use and Gratification Theory)，將影響動機的因素分為環境因素與心理因素，環境因素採用電腦中介傳播理論(Computer-mediated Communication)，而心理因素則是五大人格特質(Big Five Personality Traits)。
本研究實行量化研究法，採用五大人格特質量表、自製的電腦中介傳播特性量表和反迷粉絲團使用動機、行為、態度量表。施測地點為Facebook上的反迷粉絲團和台大批踢踢實業坊，有效樣本數共399份。
研究結果發現電腦中介傳播特性中的去抑制和自我揭露能高度解釋參與反迷粉絲團的動機、行為與態度；心理因素方面，五大人格特質中的外向性與神經質同樣地能有效預測。而擁有不同參與動機使用者其參與行為與態度也不盡相同。

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

Acknowledgements I
中文摘要 II
ABSTRACT III
Chapter 1. Introduction 1
1.1 Research background 1
1.2 Purpose of the Study 6
Chapter 2. Literature Review 10
2.1 CMC 10
2.1.1 Virtual groups 11
2.1.2 Hate and Aggression Online 13
2.1.3 Anti-fans Group on Facebook 15
2.2 The Influencing Factors of participating in Anti-fans Groups 16
2.2.1 CMC Characteristics 16
2.2.2 Personality 19
2.2.3 Use and Gratification Theory 24
Chapter 3. Research Method 30
3.1 Participants 30
3.2 Measures 31
3.2.1 Facebook and Anti-fans group use 31
3.2.2 Motivation to participate in Anti-fans groups 31
3.2.3 Behaviors in Anti-fans groups 31
3.2.4 Attitudes after participating in Anti-fans groups 32
3.2.5 CMC characteristics 32
3.2.6 Personality traits 32
3.2.7 Demographics 33
Chapter 4 Data Analysis 34
4-1 Analysis Procedures 34
4.2 Descriptive Analysis 35
4.3 Factor Analysis 38
4.3.1 Factor Analysis of motivation to participate 38
4.3.2 Factor analysis of behaviors in Anti-fans groups 41
4.3.3 Factor analysis of attitudes after participating in Anti-fans groups 44
4.3.4 Factor analysis of CMC characteristics 48
4.4 Correlation Analysis 51
4.4.1 Correlation Analysis of CMC, personality traits and motivations to participate in Anti-fans groups 51
4.4.2 Correlation Analysis of CMC, personality traits and behaviors in Anti-fans groups 53
4.4.3 Correlation Analysis of CMC, personality traits and attitudes after participating in Anti-fans groups 54
4.4.4 Correlation Analysis of motives, behaviors and attitudes in participating in Anti-fans groups 55
4.5 Regression Analysis 57
4.5.1 Regression Analysis of CMC, personality traits and motivations to participate in Anti-fans groups 58
4.5.2 Regression Analysis of CMC, personality traits and behaviors in Anti-fans groups 59
4.5.3 Regression Analysis of CMC, personality traits and attitudes after participating in Anti-fans groups 60
4.5.4 Regression Analysis of motivations and behaviors in Anti-fans groups 62
4.5.5 Regression Analysis of motivations and attitudes in Anti-fans groups 63
4.5.6 Regression Analysis of behaviors and attitudes in Anti-fans groups 64
Chapter 5 Discussion and Conclusion 67
5.1 Research Findings and Discussions 67
5.2 Conclusion and Contribution 70
5.3 Limitation and Future Research Suggestion 72
References 73
Appendix 83

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