網際網路的興起不僅改變了人與人之間的社交距離，也改變了人們獲取資訊的方式，進而導致網際網路的普及率逐年提高。在這樣的趨勢下，短影音作為當前的一種主流媒體形式，已成為平台方和創作者關注的熱門話題，而短影音的相關研究更是不斷深入。
現今市場競爭激烈，消費者體驗價值已成為重要概念，相關研究顯示，消費者體驗價值是影響其對產品和服務忠誠度和持續使用意圖的重要因素之一，如何提高消費者的心流體驗和體驗價值，以增強其對產品和服務的忠誠度和持續使用意圖，更是相當重要的研究方向。本研究透過 I-PACE 模型，探討短影音使用者的心流體驗、成癮、體驗價值以及持續使用意圖的交互關係，探討心流體驗在行銷領域中的學術價值及其對消費者行為和體驗價值的影響，並希望可以了解成癮在其中所帶來的影響。
本研究根據過往文獻提出八項研究假設，透過網路問卷搜集研究樣本，並使用 PLS-SEM 分析個假設使否成立。而根據研究結果，本研究得到以下結論：第一，短影音使用者的心流體驗雖然對持續使用沒有直接影響，但是對體驗價值有正向顯著影響，而體驗價值又可以正向影響持續使用意圖；第二，短影音使用者的心流體驗與成癮的正向相關在本次研究中再次得到證實。
綜合以上，我們可以發現，如何在增加使用者體驗價值的同時，也減少短影音成癮的發生，將會是平台方必須去全面考量的問題。透過這樣的平衡，不但可以滿足使用者持續使用的需求，同時也可以減少成癮所帶來的負面社會觀感，達成一個雙贏的局面。

The rise of the internet has not only changed the social distance between people but also the way people access information, leading to the increasing popularity of the internet year by year. In this trend, short videos, as a mainstream media form, have become a hot topic of concern for platform providers and creators, and related research has become increasingly in-depth.
In today's highly competitive market, consumer experience value has become an important concept. Relevant research shows that consumer experience value is one of the important factors that affect their loyalty and intention to continue using a product or service. Therefore, it is important to explore how to improve consumers' flow experience and experience value, in order to enhance their loyalty and intention to continue using a product or service. This study explores the interaction between the flow experience, addiction, experience value, and intention to continue using short videos among users through the I-PACE model. The study aims to investigate the academic value of flow experience in the marketing field, and its impact on consumer behavior and experience value, while also examining the impact of addiction on these variables.
Based on previous literature, this study proposes eight research hypotheses, collects research samples through online questionnaires, and uses PLS-SEM to analyze whether each hypothesis is valid. According to the research results, this study concludes that: firstly, although the flow experience of short video users does not directly affect their intention to continue using, it has a significant positive impact on experience value, which in turn positively affects their intention to continue using; secondly, the positive correlation between the flow experience and addiction of short video users has been confirmed again in this study.
In summary, we can find that how to increase users' experience value while reducing the occurrence of short video addiction is a question that platform providers need to carefully consider. By achieving this balance, not only can the needs of users for continued use be met, but negative social perceptions caused by addiction can also be reduced.

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