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題名 與 360 度照片互動:使用自我決定論探討社群媒體使用者的愉悅感和行為動機
Interact with the 360-degree picture: Employ the self-determination theory in explaining social media user’s enjoyment and behavioral intention作者 林詩賢
Lin, Shih-Hsien貢獻者 林日璇
Lin, Jih-Hsuan Tammy
林詩賢
Lin, Shih-Hsien關鍵詞 360度照片
自我決定論
互動性
自主性
媒體愉悅感
品牌社群
360-degree picture
Interactivity
Self-determination Theory
Autonomy
Presence
Media enjoyment
Brand community日期 2020 上傳時間 5-Oct-2020 15:17:23 (UTC+8) 摘要 本研究使用自我決定論探討勝任感、自主性、連結感及臨場感與互動性、媒體愉悅感及行為動機的關聯。本研究採用線上田野實驗法,在以社群媒體為基礎的品牌社群中招募140位民眾,分為與360度照片互動組和觀看平面照片組。研究發現(1)勝任感與使用360度科技的專業度有交互作用,360度照片互動組當中有專業度的勝任感會高於觀看平面照片組;自主性與過去騎乘 Gogoro旅行的經驗也有交互作用,360度照片互動組當中有旅行經驗的自主性會高於觀看平面照片組;連結感則無顯著差異。(2)與360度照片互動產生的自主性會增加媒體愉悅感,與360度照片互動產生的臨場感則不會影響媒體愉悅感。(3)社群媒體使用者的媒體愉悅感,以觀看平面照片組高於與360度照片互動組,且須考量消費者在品牌社群中的連結,以進一步影響使用者騎乘Gogoro旅行的的動機。
Despite the increasing number of the 360-degree picture appears on social media, the effective use of the technology remained unknown. Applying self-determination theory (SDT), this study examined whether the factors of competence, autonomy, relatedness, and presence were correlated with interactivity, media enjoyment, and behavioral intention. Fifty-six participants participated in the online field experiment on social media-based brand communities to either (1) interact with the 360-degree picture or (2) see the conventional flat picture. The findings indicated that people with the expertise of 360-degree technology had greater competence, and people who had traveling experience with Gogoro had greater autonomy when they interacted with the panoramic picture than a flat picture, whereas it had no significant effect on relatedness. Also, the positive correlation between autonomy and presence was found; autonomy of the 360-degree picture was related to enjoyment, whereas presence was not. Moreover, the results suggested that social media users had higher media enjoyment on the flat picture than the 360-degree picture, which, together with customer/other customer relationship, were influential in the user`s behavioral intention.參考文獻 Abiocca, F. (1988). Opposing conceptions of the audience: The active and passive hemispheres of mass communication theory. Annals of the International Communication Association, 11(1), 51-80.Aitamurto, T., Zhou, S., Sakshuwong, S., Saldivar, J., Sadeghi, Y., & Tran, A. (2018). Sense of presence, attitude change, perspective-taking and usability in first-person split-sphere 360 video. In Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (pp. 1-12).Ajzen, I., & Driver, B. L. (1992). Application of the Theory of Planned Behavior to Leisure Choice. Journal of Leisure Research, 24(3), 207–224.Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.Bauer, R. A. (1964). The obstinate audience. American Psychologist, 19, 319-328.Bracken, C. (2005). Presence and image quality: The case of high definition television. Media Psychology, 7(2), 191-205.Carr, C. T., Wohn, D. Y., & Hayes, R. A. (2016). As social support: Relational closeness, automaticity, and interpreting social support from paralinguistic digital affordances in social media. Computers in Human Behavior, 62, 385–393.Cho, C. H., & Leckenby, J. D. (1997). Internet-related programming technology and advertising. In Proceedings of the Conference-American Academy of Advertising, (pp. 69-79). American Academy of Advertising.Choi, Y., Hickerson, B., & Lee, J. (2018). Investigation of the technology effects of online travel media on virtual travel experience and behavioral intention. Journal of Travel & Tourism Marketing, 35(3), 320-335.Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of advertising research, 52(1), 53-64.Deci, E. L., & Ryan, R. M. (1985). The general causality orientations scale: Self-determination in personality. Journal of research in personality, 19(2), 109-134.Deci, E. L., & Ryan, R. M. (2000). The ‘‘what’’ and ‘‘why’’ of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268.Ellis, M. (2008). ‘Spectacles within doors’: Panoramas of London in the 1790s. Romanticism, 14(2), 133-148.Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106461005 資料類型 thesis dc.contributor.advisor 林日璇 zh_TW dc.contributor.advisor Lin, Jih-Hsuan Tammy en_US dc.contributor.author (Authors) 林詩賢 zh_TW dc.contributor.author (Authors) Lin, Shih-Hsien en_US dc.creator (作者) 林詩賢 zh_TW dc.creator (作者) Lin, Shih-Hsien en_US dc.date (日期) 2020 en_US dc.date.accessioned 5-Oct-2020 15:17:23 (UTC+8) - dc.date.available 5-Oct-2020 15:17:23 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2020 15:17:23 (UTC+8) - dc.identifier (Other Identifiers) G0106461005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/132073 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 106461005 zh_TW dc.description.abstract (摘要) 本研究使用自我決定論探討勝任感、自主性、連結感及臨場感與互動性、媒體愉悅感及行為動機的關聯。本研究採用線上田野實驗法,在以社群媒體為基礎的品牌社群中招募140位民眾,分為與360度照片互動組和觀看平面照片組。研究發現(1)勝任感與使用360度科技的專業度有交互作用,360度照片互動組當中有專業度的勝任感會高於觀看平面照片組;自主性與過去騎乘 Gogoro旅行的經驗也有交互作用,360度照片互動組當中有旅行經驗的自主性會高於觀看平面照片組;連結感則無顯著差異。(2)與360度照片互動產生的自主性會增加媒體愉悅感,與360度照片互動產生的臨場感則不會影響媒體愉悅感。(3)社群媒體使用者的媒體愉悅感,以觀看平面照片組高於與360度照片互動組,且須考量消費者在品牌社群中的連結,以進一步影響使用者騎乘Gogoro旅行的的動機。 zh_TW dc.description.abstract (摘要) Despite the increasing number of the 360-degree picture appears on social media, the effective use of the technology remained unknown. Applying self-determination theory (SDT), this study examined whether the factors of competence, autonomy, relatedness, and presence were correlated with interactivity, media enjoyment, and behavioral intention. Fifty-six participants participated in the online field experiment on social media-based brand communities to either (1) interact with the 360-degree picture or (2) see the conventional flat picture. The findings indicated that people with the expertise of 360-degree technology had greater competence, and people who had traveling experience with Gogoro had greater autonomy when they interacted with the panoramic picture than a flat picture, whereas it had no significant effect on relatedness. Also, the positive correlation between autonomy and presence was found; autonomy of the 360-degree picture was related to enjoyment, whereas presence was not. Moreover, the results suggested that social media users had higher media enjoyment on the flat picture than the 360-degree picture, which, together with customer/other customer relationship, were influential in the user`s behavioral intention. en_US dc.description.tableofcontents Chapter 1. Introduction 61.1 360-degree picture on social media 61.2 Social media-based brand community 7Chapter 2. Literature Review 92.1 Active viewing and passive viewing 92.2 Motivations of Self-Determination Theory (SDT) 102.3 Interactivity and SDT 122.3.1 User-machine interaction and competence 132.3.2 User-message interaction and autonomy 142.3.3 User-message interaction and relatedness 172.4 Interactivity of the 360-degree picture, autonomy, presence, and media enjoyment 182.4.1 360-degree picture and presence 182.4.2 Autonomy and spatial presence 192.4.3 Media enjoyment as the effect of autonomy and presence 202.5 Media enjoyment and behavioral intention 21Chapter 3. Method 253.1 Participants and design 253.2 Procedures and Stimulus 263.3 Measures 263.3.1 Independent variables 263.3.2 Dependent variables 273.3.3 Control variables 30Chapter 4. Results 324.1 Two-way ANOVA for H1a-c 324.2 Serial mediation for H2-H5 344.3 Simple mediation model for H6 36Chapter 5. Discussion 385.1 Interactivity and needs satisfaction 385.1.1 Interactivity and competence 385.1.2 Interactivity and autonomy 405.1.3 Interactivity and relatedness 405.2 Interactivity, autonomy, presence, and media enjoyment 415.2.1 Autonomy and presence 415.2.2 Presence and media enjoyment 425.2.3 Autonomy and media enjoyment 435.2.4 Autonomy and presence as mediator 445.3 Media Enjoyment, behavioral intention, and customer/other customer relationship 475.4 Limitations 48Chapter 6. Conclusion 50References 54APPENDIX A: Measurement 62APPENDIX B: Questionnaire (Interactivity) 64APPENDIX C: Questionnaire (No Interactivity) 70 zh_TW dc.format.extent 1401996 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106461005 en_US dc.subject (關鍵詞) 360度照片 zh_TW dc.subject (關鍵詞) 自我決定論 zh_TW dc.subject (關鍵詞) 互動性 zh_TW dc.subject (關鍵詞) 自主性 zh_TW dc.subject (關鍵詞) 媒體愉悅感 zh_TW dc.subject (關鍵詞) 品牌社群 zh_TW dc.subject (關鍵詞) 360-degree picture en_US dc.subject (關鍵詞) Interactivity en_US dc.subject (關鍵詞) Self-determination Theory en_US dc.subject (關鍵詞) Autonomy en_US dc.subject (關鍵詞) Presence en_US dc.subject (關鍵詞) Media enjoyment en_US dc.subject (關鍵詞) Brand community en_US dc.title (題名) 與 360 度照片互動:使用自我決定論探討社群媒體使用者的愉悅感和行為動機 zh_TW dc.title (題名) Interact with the 360-degree picture: Employ the self-determination theory in explaining social media user’s enjoyment and behavioral intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Abiocca, F. (1988). Opposing conceptions of the audience: The active and passive hemispheres of mass communication theory. Annals of the International Communication Association, 11(1), 51-80.Aitamurto, T., Zhou, S., Sakshuwong, S., Saldivar, J., Sadeghi, Y., & Tran, A. (2018). Sense of presence, attitude change, perspective-taking and usability in first-person split-sphere 360 video. In Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (pp. 1-12).Ajzen, I., & Driver, B. L. (1992). Application of the Theory of Planned Behavior to Leisure Choice. Journal of Leisure Research, 24(3), 207–224.Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.Bauer, R. A. (1964). The obstinate audience. American Psychologist, 19, 319-328.Bracken, C. (2005). Presence and image quality: The case of high definition television. Media Psychology, 7(2), 191-205.Carr, C. T., Wohn, D. Y., & Hayes, R. A. (2016). As social support: Relational closeness, automaticity, and interpreting social support from paralinguistic digital affordances in social media. Computers in Human Behavior, 62, 385–393.Cho, C. H., & Leckenby, J. D. (1997). Internet-related programming technology and advertising. In Proceedings of the Conference-American Academy of Advertising, (pp. 69-79). American Academy of Advertising.Choi, Y., Hickerson, B., & Lee, J. (2018). Investigation of the technology effects of online travel media on virtual travel experience and behavioral intention. Journal of Travel & Tourism Marketing, 35(3), 320-335.Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of advertising research, 52(1), 53-64.Deci, E. L., & Ryan, R. M. (1985). The general causality orientations scale: Self-determination in personality. Journal of research in personality, 19(2), 109-134.Deci, E. L., & Ryan, R. M. (2000). The ‘‘what’’ and ‘‘why’’ of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268.Ellis, M. (2008). ‘Spectacles within doors’: Panoramas of London in the 1790s. Romanticism, 14(2), 133-148.Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.Gambino, A., Kim, J., & Sundar, S. S. (2017). Using theory of interactive media effects (TIME) to analyze digital advertising. In Digital Advertising (pp. 116-139). Routledge.Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1986). Living with television: The dynamics of the cultivation process. Perspectives on media effects, 1986, 17-40.Green, M. C., & Jenkins, K. M. (2014). Interactive narratives: Processes and outcomes in user-directed stories. Journal of Communication, 64(3), 479-500.Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14(4), 311-327.Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.Hauben M, Hauben R. 1997. Netizens: On the History and Impact of Usenet and the Internet. Los Alamitos, CA: IEEE Computer Society Press.Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116-128.Johnson, D., Gardner, M. J., & Perry, R. (2018). Validation of two game experience scales: the player experience of need satisfaction (PENS) and game experience questionnaire (GEQ). 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