本研究主要探討在跨媒體環境中，全面／序列認知風格、自我效能與控制信念對於跨媒體搜尋行為與搜尋表現之影響。研究對象為102位臺北市某職業學校土木科一年級學生。本研究透過量表瞭解受試者之全面／序列認知風格、自我效能、控制信念與新媒體素養，並輔以錄影軟體記錄受試者跨媒體搜尋之歷程，進一步透過行為序列分析檢測全面／序列認知風格者之搜尋行為。
本研究結果顯示：(1)全面／序列認知風格者在自我效能、控制信念、跨媒體搜尋行為與表現無顯著差異，但全面型在跨媒體搜尋歷程之網頁可信度較序列型者為佳。此外，序列型認知風格對自我效能、內在控制信念具有顯著正向預測力，而全面/序列型認知風格則對整體跨媒體搜尋行為皆具有顯著預測力。(2)由序列分析結果發現，序列型認知風格者較全面型者搜尋更多影片資訊，較會使用不同瀏覽器搜尋文字資訊，且對文字與圖片的搜尋較全面型者更為頻繁。(3)自我效能對於跨媒體搜尋行為(跨媒體巡航、判斷、網絡)與搜尋表現中之豐富度具顯著預測力，但對搜尋歷程之可信度與表現則無顯著預測力。(4)內在控制信念對於跨媒體搜尋行為有顯著預測力，但對搜尋歷程之可信度與搜尋表現則無顯著預測力。(5)整體跨媒體搜尋行為對於搜尋表現無顯著預測力，但跨媒體搜尋行為中之跨媒體巡航及網絡對跨媒體搜尋表現中之豐富度具顯著預測力。最後，本研究根據研究結果進行討論，並針對教學與後續研究提出相關建議。

關鍵字：跨媒體搜尋行為、全面／序列認知風格、自我效能、控制信念、搜尋表現

The purpose of this study was to investigate the role of cognitive styles and motivational beliefs (i.e. self-efficacy and locus of control) in transmedia searching behaviors and performance in transmedia environment. 102 students from a vocational high school in northern Taiwan participated in this study. Questionnaires were used to investigate students’ global/ sequential cognitive styles, self-efficacy, locus of control and new media literacy. Also, screen recorder was utilized to investigate students’ transmedia searching process. In addition, students’ searching behaviors in the transmedia environment were analyzed via sequential analysis.
The result indicated that (1) no significant difference was found in self-efficacy, locus of control, transmedia searching behaviors and performance between students with global and sequential cognitive styles, but students with global styles have significantly better reliability in transmedia searching process than those with sequential cognitive styles. In addition, students’ sequential cognitive style positively predicted self-efficacy, internal control in transmedia searching environments. Moreover, both global and sequential cognitive style positively predicted students’ overall transmedia searching behaviors. (2) Sequential analysis revealed that students with sequential cognitive style have more video searching behaviors, and using more different browsers in text-based search, as well as more frequent searching in both text-based and pictorial content than those with global cognitive style in transmedia environments. (3) Self-efficacy positively predicted students’ transmedia searching behaviors (i.e. transmedia navigation, judgement, and networking) and the richness of searching performance, but it did not predict the reliability of searching process and overall performance. (4) Internal control belief positively predicted students’ overall transmedia searching behaviors, but it did not predict the reliability of their searching process and performance. (5) Overall transmedia searching behaviors did not significantly predict searching performance, while the transmedia navigation and networking of transmedia searching behaviors significantly predicted the richness of searching performance. Finally, the implications and suggestions for teaching as well as future research were provided.

Keywords：Transmedia searching behaviors, Global/ Sequential cognitive style, Self-efficacy, Locus of control, Searching performance.

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