探討社群媒體影響者與綠色意見領袖的自我認同形成過程

Abstract

本博士論文整合了兩篇研究，探討「環保意見領袖」與「內容創作者」的「自我認同」形成與強化過程，對「自我認同」如何在不同背景下促進人們對事物投入的承諾、自發性驅動力與影響提供了深入的見解。 第一篇研究聚焦於「友善環境行為」，透過親身投入登山活動對三個台灣在地登山社團進行長達五年以上的「參與式觀察」，並對五位登山愛好者進行「半結構式深度訪談」，以研究「綠色意見領袖（Green Opinion Leaders）」的形成過程。結果顯示，「環境自我認同」以及與之相關的「社交與行銷能力自我效能」是普通人轉變為 「綠色意見領袖（GOLs）」的關鍵。而形成「環境自我認同」的四個要素包括：「對自然的熱愛」、「環保意識」、「環保自我效能」及「自然自我認同」。 第二篇研究探討了「社群媒體平台」如何激勵並留住高品質的「影響者(網紅)」。透過「參與式觀察」與「半結構式深度訪談」，研究發現「創作者自我認同」在幫助「影響者(網紅)」克服挑戰、持續創作優質內容方面起到了關鍵作用。研究強調了三個強化「自我認同」的重要方法：「犧牲」、「有意義的正面回饋」以及「身份社群互動」。最後，研究透過「行銷組合 (6P)」框架為「社群媒體平台」提供了實用的建議。 結合這兩篇研究，本博士論文說明了無論是在「環保意見領袖領域」還是「社群媒體創作者領域」，「自我認同」都是推動「自發性的持久參與」與「個人影響力」的關鍵因素。研究在理論與實務上都做出了不容忽視的貢獻，同時也為「環保倡導領域」與「社群媒體平台」培育「自我認同」與自我驅動力強大的「個人意見領袖」提供了可行的策略。

This dissertation integrates two distinct studies that focus on the formation and reinforcement of “self-identity” in “environmental leaders” and “content creators”, offering insights into how self-identity fosters commitment and influence in different contexts. The first study shifts the focus to pro-environmental behavior, examining the formation of "Green Opinion Leaders (GOLs)" through participant observation of three Taiwanese local mountain hiking clubs over 5 years and unstructured in-depth interviews with 5 mountain hikers in Taiwan. The findings reveal that "environmental self-identity" and related self-efficacies in social and marketing skills are essential for individuals to become GOLs. Four elements contribute to "environmental self-identity": love of nature, environmental consciousness, environmental self-efficacy, and nature self-identity. The second study explores strategies to motivate and retain high-quality influencers (content creators) on social media platforms. Through participant observation and semi-structured in-depth interviews, it identifies that "creator self-identity" plays a crucial role in helping influencers overcome challenges and sustain their content creation efforts. The research highlights three key methods for strengthening "creator self-identity": sacrifice, sense-making positive feedback, and identity community interaction. Finally, it introduces practical recommendations for social media platforms through the "marketing mix (6P)" framework. By synthesizing these studies, this dissertation demonstrates that self-identity—whether as an environmental leader or social media content creator—is a critical factor in driving spontaneous sustained engagement and influence. The research offers both theoretical contributions and actionable strategies for cultivating strong identities in diverse fields, from social media to environmental advocacy.