暫時性社群媒體之時效性對限時動態觀看者的使用意願之影響

Abstract

近年來時效性特色的功能受到社群媒體以及大眾之矚目，Snapchat推出「快照」以及Instagram「限時動態」都因此受到歡迎。暫時性社群媒體作為一個新興社群媒體之模式，無論是在使用者、消費者或是廣告商等各面向，皆具有一定吸引力。因此本研究針對暫時性社群媒體－Instagram限時動態，在科技接受模式的架構之下於帶入「時效性」作為外部變項，透過問卷調查法進而瞭解其對使用者的使用態度、使用意願所產生的影響，以及Instagram限時動態觀看者的使用時間、頻率與使用意願之關聯性。回收研究樣本後，共有220位受試者參與研究。透過第四章之資料分析後，其結果證實研究之假設，時效性此特質在科技接受模式之下確實會產生顯著影響。同時在限時動態觀看者的使用時間、頻率與使用意願之關聯性的部分，則顯示對不同年齡層有顯著相關。因此建議業者能夠在限時動態中好好發揮「時效性」的特色，掌握介面之易用性以提高使用者的使用意願。而未來之研究方向，則建議限縮特定年齡範圍之使用者，或是有心理領域專業的研究者進行社群媒體相關症候群之相關探討。

Timeliness nowadays has been a popular feature, like"Snap" of snapchat and "Stories" of Instagram. Ephemeral social media as a new pattern of social media draws attention of users, consumers and advertising companies. This research uses "timeliness" as an external variable with technology acceptance model. Through the questionnaire survey, we could understand how timeliness effects the attitude and behavioral intention of stories’ users, and the relationship between Stories usage, frequency, and behavioral intention of Stories’ users. There were220 valid answers participated in this research. After our data analysis in chapter 4, the result shows that"timeliness" significantly effects the behavioral intention of Stories’ users. Meantime, it shows that different age groups significantly affect the behavioral intention of Stories’ users. In conclusion, the study suggests that the social media company could make good use of “timeliness” for creating more user-friendly apps to increase the behavioral intension of Stories’ users. Also, to the future study, target one specific age group or dig into social media disorders are both suggested topicsto deeply research on.