從 Instagram 到 Threads：預期心理與社會比較對社群平台使用者負面情緒之多視角分析

Abstract

隨著社群平台的快速發展，使用者使用社群平台所產生的負面情緒日益受到重視。近年新型社群平台如 Threads 的興起，改變了傳統的使用行為與互動模式，為使用者帶來不同的情緒經驗。本研究整合媒介豐富度理論、自我呈現理論與社會比較理論，以比較兩種類型社群平台：Instagram（視覺導向）與 Threads（文字導向），在不同情境下對不同視角的使用者負面情緒的影響。

本研究分別從發文者與觀看者的視角提出兩項假設：（一）當貼文互動數低於發文者之預期時，Instagram 發文者比 Threads 發文者更容易引發負面情緒；（二）在自我成就的貼文主題下，Threads 觀看者比 Instagram 觀看者更易產生負面情緒。

本實驗設計採線上問卷調查，進行組內實驗設計，透過情境式題組引導受試者分別進入發文者與觀看者角色，以模擬實際使用社群平台之心理歷程。分析結果支持兩項主要假設：Instagram 發文者在面對社群平台貼文互動數落差時，確實顯著感受到較高的負面情緒；而在個人成就主題下，Threads 觀看者亦顯著高於 Instagram 觀看者之負面情緒反應。

With the rapid growth of social platform, negative emotions resulting from platform characteristics have drawn increasing attention. Emerging platforms like Threads have changed user behavior and engagement, impacting emotional experiences differently compared to traditional platforms like Instagram. This study integrates Media Richness Theory, Self-Presentation Theory, and Social Comparison Theory to examine differences in negative emotions experienced by users of visually oriented (Instagram) and text-oriented (Threads) platforms.

Two hypotheses were tested: (1) Instagram posters experience higher negative emotions compared to Threads posters when engagement is below expectations; (2) Threads viewers experience greater negative emotions than Instagram viewers when viewing achievement-related content.

This research using online questionnaires, with-in subject design, and simulated user roles as posters and viewers by giving four scenarios. Results confirmed both hypotheses: Instagram posters reported significantly higher negative emotions when engagement were lower than expected, and Threads viewers showed higher negative emotions compared to Instagram viewers in achievement-focused content.