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研究生： 潘雅芃
Tippayaporn Piriyayotha
論文名稱： 「從滑動到流汗」：社群媒體中同儕量化運動表現如何影響運動意圖
From the Scroll to Sweat: How Peer-Shared Quantified Exercise Performance on Social Media Influences Exercise Intention
指導教授： 施琮仁
Shih, Tsung-Jen
口試委員: 蔡葵希
Cook, Christine Linda
劉⽂英
Liu, Wen-Ying
學位類別： 碩士
Master
系所名稱： 傳播學院 - 國際傳播英語碩士學位學程(IMICS)
International Master's Program in International Communication Studies(IMICS)
論文出版年： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 93
中文關鍵詞： 社群媒體 、量化運動表現 、運動意圖 、社會比較 、線上社會規範 、關係強度
外文關鍵詞： Social Media, Quantified Exercise Performance, Exercise Intention, Social Comparison, Online Social Norms, Tie Strength
相關次數： 點閱：41  下載：1 
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    • 本研究探討社群媒體上同儕分享之量化運動表現如何影響泰國年輕成人的運動意圖。隨著數位健身生態系統日益普及，距離、配速、運動時間及消耗熱量等量化運動數據逐漸成為社群媒體中常見的內容。基於刺激－有機體－反應（Stimulus–Organism–Response, S-O-R）架構，本研究提出雙路徑模型，比較兩種連結量化運動表現內容暴露與運動意圖的心理機制：其一為透過向上與向下社會比較所形成的評估路徑，其二為透過知覺運動相關社會規範所形成的規範路徑，並進一步檢驗關係強度在兩條路徑中的調節作用。本研究採用橫斷式網路問卷調查法，共蒐集295位18至34歲泰國社群媒體使用者之有效樣本，並運用迴歸分析及Hayes PROCESS巨集進行資料分析。

    研究結果顯示，量化運動表現內容暴露與運動意圖呈現正向但程度較弱的關聯。評估路徑僅獲得有限支持：內容暴露與向上社會比較之間未呈現顯著關聯，但與向下社會比較呈顯著負向關聯；然而，向上與向下社會比較皆未在內容暴露與運動意圖之間產生顯著中介效果。相較之下，規範路徑獲得一致性支持。內容暴露與知覺運動相關社會規範呈顯著正向關聯，而知覺運動相關社會規範亦正向影響運動意圖，且在內容暴露與運動意圖之間具有顯著中介效果。在控制人口統計與行為相關變項後，此中介效果仍維持顯著。此外，關係強度並未顯著調節內容暴露與各心理機制之間的關係。

    整體而言，本研究結果較支持規範線索的解釋，而非人際社會比較的解釋，顯示社群媒體上的量化運動表現可能主要透過傳遞「運動是他人普遍從事且受到重視的行為」之規範訊息，進而影響個人的運動意圖。本研究進一步深化刺激－有機體－反應架構在數位健身與社群媒體情境中的應用，並指出有機體層次的心理處理機制可能因內容特性與社會情境的不同而有所差異。

    As digital fitness ecosystems make exercise increasingly visible on social media, peer-shared quantified exercise metrics, such as distance, pace, duration, and calories burned, have become a routine feature of everyday online environments. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study proposed a dual-pathway model contrasting two mechanisms linking exposure to peer-shared quantified exercise performance with exercise intention among Thai young adults: an evaluative pathway through upward and downward social comparison, and a normative pathway through perceived exercise-related social norms, with tie strength examined as a moderator of both pathways. A cross-sectional online survey of 295 social media users aged 18 to 34 was analyzed using regression analysis and Hayes's PROCESS macro. Exposure was positively, although modestly, associated with exercise intention. The evaluative pathway received limited support: exposure was not associated with upward social comparison, was negatively associated with downward social comparison, and neither form of comparison mediated the exposure–intention relationship. In contrast, the normative pathway received consistent support: exposure was positively associated with perceived exercise-related social norms, which were positively associated with exercise intention and significantly mediated the exposure–intention relationship, remaining significant after controlling for demographic and behavioral covariates. Tie strength did not significantly moderate any of the exposure–mechanism relationships. The pattern of findings is more consistent with a normative-cue interpretation than with an interpersonal-comparison interpretation. The study refines the application of the S-O-R framework by suggesting that organism-level processing may vary according to content characteristics and social context.

    Acknowledgement iii
    摘要 iv
    Abstract v
    Table of Contents vi
    List of Figures and Tables ix
    Chapter 1 Introduction 1
    1.1 Background & Motivation 1
    1.2 Research Gap & Problem Statement 4
    1.3 Research Objectives 6
    Chapter 2 Literature Review and Hypotheses Development 8
    2.1 Theoretical Framework: Stimulus–Organism–Response (S-O-R) 8
    2.2 Defining Exposure to Peer-Shared Quantified Exercise Performance 9
    Distinction from General Fitness Social Media Content 10
    Quantification, Comparability, and Visibility 10
    Beyond Personal Use of Tracking Applications 11
    Direct Effect of Exposure to Quantified Exercise Performance on Exercise Intention 11
    2.3 Exercise Intention 12
    2.4 Social Comparison Pathway 13
    2.5 Perceived Exercise-related Social Norms Pathway 17
    2.6 Tie Strength in Digital Social Networks 19
    2.7 Conceptual Framework 21
    Chapter 3 Methodology 22
    3.1 Data Sources and Participants 22
    Pilot Test 22
    Main Survey 23
    3.2 Measurement 24
    Exposure to Peer-shared Quantified Exercise Performance 24
    Tie Strength 24
    Social Comparison 25
    Perceived Exercise-related Social Norms 25
    Exercise Intention 26
    Control Variables 26
    3.3 Analytic Strategy 27
    Chapter 4 Results 29
    4.1 Sample Characteristics 29
    4.2 Descriptive Statistics 31
    4.3 Correlation Analysis 32
    4.4 Hypothesis Testing 33
    Direct Effect of Exposure to Quantified Exercise Performance on Exercise Intention 33
    Effects of Exposure to Quantified Exercise Performance on Social Comparison 33
    Effects of Social Comparison on Exercise Intention 34
    Mediation Effects of Social Comparison 35
    Effects of Exposure to Quantified Exercise Performance and Social Norms 36
    Mediation Effects of Perceived Exercise-related Social Norms 37
    Moderating Effect of Tie Strength 38
    4.5 Summary of Hypothesis Testing 38
    4.6 Exploratory Analyses 40
    Moderating Effect of Perceived Exercise-related Social Norms 40
    Robustness Test of the Social Norms Mediation Model 41
    Hierarchical Regression Analysis 42
    Supplementary Moderation Analysis of Downward Social Comparison 43
    Group Differences by Fitness Tracking Application Use 44
    Group Differences by Exercise Frequency 45
    Additional Exploratory Analysis by Weekly Exercise Guideline Status 46
    Chapter 5 Discussion 51
    5.1 Overview of Key Findings 51
    5.2 The Relationship Between Exposure to Peer-Shared Quantified Exercise Performance and Exercise Intention 52
    5.3 The Social Comparison Pathway 54
    5.4 The Social Norms Pathway 58
    5.5 Contrasting the Two Pathways 61
    5.6 Cultural Context as a Possible Explanation 62
    5.7 Theoretical Implications 63
    5.8 Limitations and Future Research 65
    Chapter 6 Conclusion 69
    References 72
    Appendix A 79
    Questionnaire (English) 79
    Appendix B 85
    Questionnaire (Thai) 85
    Appendix C 91
    Examples of Quantified Exercise-Performance Posts 91

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