資訊管理學報

蘇芳儀;邱兆民;楊文淵;
頁: 397-432
日期: 2022/10
摘要: Instagram推出的限時動態以即時拍攝、即時發布,不同於傳統動態消息的媒體形式抓住了年輕人的目光。然而像限時動態這樣的暫時性社群媒體,相關研究還不是相當豐富,因此本研究以心流理論探討使用者對於限時動態的黏著程度,並以專注與放鬆程度作為干擾變數,探討其對心流與黏著度之間影響性的干擾效果。而研究方法則採用問卷與實驗測量的複合方式進行,研究結果顯示,限時動態的媒體特性,加強了心流體驗的前置因素,心流體驗對黏著度的影響亦達顯著,放鬆程度則具有負向干擾效果。本研究之結果在於將心流理論的應用套用至智慧型手機為主的社群媒體上,以及引入腦波數據來一同探討其相關性,可提供未來社群媒體相關服務開發參考。
關鍵字: 心流理論;暫時性社群媒體;腦波儀;限時動態;黏著度;

A Study on the Determinants of Instagram Stories


Abstract: Stories capture the attention of young people in a media form different from traditional posts. Stories focus on original content and instant sharing and play all Stories in an immersive presentation that fills the screen. Stories are often the first app that young people visit, through Stories, you can quickly understand the current moment of your friends, or you can immediately share your current mood. However, for ephemeral social media like Stories, the relevant research is not enough. This study uses the flow theory to explore the user's stickiness to Stories. It is believed that it is the media characteristics of Stories that enhance the flow experience. In this study, the degree of attention and meditation will be used as moderator variables to explore the effect of moderation on the flow and stickiness. The results of the study show that Stories’ characteristics (timeliness, scarcity, characteristics of storytelling, and interactivity) strengthen the antecedents of the flow experience (skills and control, challenge and motivation, time distortion, and presence). The influence of flow experience on stickiness is also significant, and the degree of meditation has a negative moderation effect, while the influence of skill and control on flow, the moderation effect of concentration, and the effect of timeliness on time distortion and presence Is not significant.
Keywords: Flow Theory, Stories, Ephemeral Social Media, Stickiness, EEG;

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引用     導入Endnote