隨著數位科技時代的來臨，帶動了社群媒體的蓬勃發展，社群媒體也因此成為現代人們與他人交流溝通的重要媒介之一。在羊群效應的影響下，現代人習慣使用社群媒體來與他人聯絡情感或追蹤時下潮流，然而可能因此相互比較生活而產生羨慕且焦慮的情緒，使得使用者產生負面的情緒反應，最終導致社群媒體疲勞 (Social Network Services fatigue, SNS fatigue)。此外，本研究另以錯失恐懼作為社交焦慮及社群媒體疲勞之中介變數，分析其是否為造成社群媒體疲勞的因素。本研究利用階層線性模型 (Hierarchical Liner Modeling)來分析群體影響個體層級變數，整合了個體及群體層級變數，將羊群效應作為群體變數以深入探討其是否影響個體層級變數。研究對象主要為Instagram使用者，問卷以好友群體作分群發放，共回收21群其中包含293筆樣本。研究實證結果顯示羊群效應確實會影響使用者產生社交焦慮的負向情緒反應，並且發現錯失恐懼確實為中介效果頗強之影響社群媒體疲勞產生之因素。本研究結果將提供未來網路心理學領域的學者作為參考方向及建議。;With the advent of the age of digital technology, social media has flourished and has become one of the important media for modern people to communicate with others. Under the influence of the herding behavior, modern people are used to using social media to communicate with others or tracking current trends. However, they may have envied and anxious emotions when comparing their lives with each other, causing social media users to have negative emotional reactions and finally resulting in Social Network Services fatigue. In addition, this study also uses missed fear as a mediating variable of social anxiety and s SNS fatigue to analyze whether it is a factor that causes SNS fatigue. In this study, Hierarchical Liner Modeling is used to analyze the group level variables of individual levels. The individual level variables and group level variables are integrated, and the herding behavior is used as a group level variable to investigate whether it affects the individual level variables. The research subjects are mainly Instagram users and the questionnaire is distributed in groups of friends. Total of 21 groups are collected, including 293 samples. The empirical results of the research show that the herding behavior does affect the negative emotional response of users to social anxiety, and it is found that the fear of missing out is indeed a strong mediator factor that affects the SNS fatigue. The results of this study will provide future scholars in the field of online psychology as reference directions and suggestions.
