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Author: 林義森
LIN-YI SEN
Thesis Title: 圖像訊息的溝通性及使用態度-Facebook社群網路的實證研究
The Effect and User’s Attitude Toward Image Message in Communication:An Empirical Study of Facebook
Advisor: 羅天一
Tain-Yi Luor
盧希鵬
Hsi-Peng Lu
Committee: 陳正綱
Cheng-Kang Chen
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2015
Graduation Academic Year: 103
Language: 中文
Pages: 77
Keywords (in Chinese): 臉書貼圖科技接受模型理性行為理論
Keywords (in other languages): Facebook, Image Message, Technology Acceptance Model, Theory of Reasoning Action
Reference times: Clicks: 423Downloads: 28
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隨著智慧型手機快速發展及行動網路的普及,人們開始依賴並透過即時通訊APP及網路社群媒體來聯繫親友及互動的主要工具之一。而LINE提供多樣化的貼圖並獲得廣大使用者的青睞及市占率並藉此獲益後,即時通訊APP及社群媒體的各家廠商也看準貼圖的商機,開始提供各種多樣化的貼圖來吸引消費者,其中,社群媒體『Facebook』在台灣每月有達1,500萬人連上,使用率達88%,能有這麼高的使用率,其原因莫過於可以喜歡時時刻刻黏在臉書上分享生活的點點滴滴與朋友互動。而臉書上也可以用『圖像(人物照、影片、圖片)+文字』的訊息方式回覆貼文,讓溝通變得更生動有趣味。因此,本研究欲探討,為何使用者願意使用貼圖訊息,有哪些因素會影響使用者的使用態度。
本研究應用科技接受模式(Technology Acceptance Model-TAM),理性行為理論(Theory of Reasoned Action)及使用者反應(User Reaction)等理論。研究結果發現:(1)認知趣味性、認知易用性、認知社交有用性、使用反應皆顯著影響使用態度。(2) 認知趣味性和使用反應對使用圖像訊息的態度也有直接影響性。(3) 認知社交有用性及趣味性相較於其他構面的影響性是最為顯著。


As smart phone usage and mobile network are more popular, people are getting relied on instant message applications and social networking to communicate with friends and relatives. Since LINE offers a variety of stickers to increase usage, its market share and income are also increased;The Instant Message Applications and Social Networks started to pay attention to the business model of sticker, and also started to offer diversified stickers for users. Which social media of "Facebook" has reached 15 million users every month in Taiwan, the usage rate accounted for 88%. People aggressively share on Facebook anytime and anywhere, this is the main reason to cause high usage rate. The Images (portraits, videos, pictures) can also be used on the Facebook to reply text messages, this made the communication become more fun. Therefore, this study would like to explore why the users are willing to use image messages, what factors will affect the users’ attitude.
This study adopted the theory of Technology Acceptance Model-TAM、Theory of Reasoned Action and the theory of User Reaction.(1) perceived enjoyment significantly affect users’ perceived ease of use (2) perceived ease of use reaction significantly affect perceived useful and users’ attitudes (3) perceived useful and affective reaction significantly affect users’ attitudes.

摘要 I ABSTRACT II 目錄 III 圖目錄 VI 表目錄 VII 第一章、 緒論 8 1.1 研究背景 8 1.2 研究動機 10 1.3 研究目的與問題 11 第二章、 文獻探討 13 2.1 Facebook 13 2.2 表情符號與圖像符號的相關概念 14 2.3 表情符號與貼圖圖像符號的情緒關係 16 2.4 表情符號與貼圖、圖像符號的演進過程 17 2.5 理性行為理論(Theory of Reasoned Action) 24 2.6 科技接受模型(Technology Acceptance Model) 25 2.6.1 科技接受度模式之相關應用 25 2.6.2 科技接受模式在社群媒體上的應用 26 2.7 使用反應(User Affective Reaction) 27 第三章、 研究方法 29 3.1 研究架構與假設 29 3.1.1 研究架構 29 3.2 變數衡量及問卷設計 33 第四章、 資料分析 40 4.1 樣本描述 40 4.2 信度與效度分析的研究結果 41 4.3 變數間的相關係數 44 4.4 假設驗證 50 第五章、 結論與建議 51 5.1 研究結論 51 5.1.1 “圖像貼圖”認知有用性對“圖像貼圖”使用態度的影響 51 5.1.2“圖像貼圖”認知易用性對“圖像貼圖”社交有用性及使用態度的影響 52 5.1.3 “圖像貼圖”認知趣味性對“圖像貼圖”容易使用態度的影響 53 5.1.4 “圖像貼圖”使用反應對“圖像貼圖”容易使用態度的影響 53 5.2 管理意涵 54 5.3 研究限制與研究建議 54 5.3.1 研究限制 54 5.3.2 後續研究方向建議 55 參考文獻 56 附錄一、正式問卷 61

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