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題名 Instagram主帳號、副帳號與特殊帳號之經營動機研究
Instagram Accounts Matter: Comparing the Motives for Maintaining Rinsta, Finsta, and Targeted Finsta Accounts
作者 劉昱均
Liu, Yu-Chun
貢獻者 張郁敏
Chang, Yuh-Miin
劉昱均
Liu, Yu-Chun
關鍵詞 社群媒體
Instagram
使用與滿足研究
社群經營動機
多重帳號
Social media
Instagram
Uses and gratifications theory
Account management
Multiple accounts
日期 2021
上傳時間 1-Jul-2022 16:23:33 (UTC+8)
摘要 本研究以多重社群帳號為主題，從使用與滿足理論角度深入探討 Instagram 使用者經營多種類帳號之動機。透過網路問卷，本研究共蒐集950組 Instagram 主帳號、副帳號及特殊帳號之使用者調查，並利用探索性因素分析（EFA）、單一樣本t檢定（One sample t-test）與單因子變異數分析（ANOVA）進一步分析出三種帳號之經營動機。本研究發現使用者參與的六個構面（認知性、情感性、社交性、自我認同性、回饋性、賦權性）中，主要帳號的經營動機涵蓋認知（監測）、情感（娛樂）、社交及自我認同（自我延伸及真實我展現）; 副帳號經營動機為情感（娛樂及逃避主義）、自我認同（自我延伸及真實我展現）；而特殊帳號經營動機則涉及認知（資訊交流）、情感（娛樂及逃避主義）、社交、自我認同（自我延伸及理想我呈現）與賦權（賦權及被賦權）。本研究結果除了驗證單一社群平台上不同帳號之差異性，並提供社群媒體使用動機相關領域重要之實證研究參考資料外，本研究不顯著的結果亦提供了不一樣的探討可能性。
Given the prevalence of multiple account management among social media platforms, the present study unearths the motives for disparate Instagram account maintenance that have been conceptualized as general social media usage motivation. In light of the Uses and Gratifications framework, a sample of 950 registered Instagram users completed online surveys that helped gauge motives for regularly updating Rinsta, Finsta, and Targeted Finsta. The perceived motives were examined and results suggest that the motives for the maintenance of the three accounts are very distinct: Rinsta account involves cognitive (i.e., surveillance), affective (entertainment), social integrative, and personal identity (self-extension, actual self expression); Finsta account involves affective (i.e., entertainment, escapism), and personal identity (self extension, actual self expression) motivations; Targeted Finsta account involves cognitive (i.e., information exchange), affective (entertainment, escapism), social integrative, personal identity (self extension, ideal self presentation), and empowerment (empowered, empowering).
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
107461003
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107461003
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuh-Miinen_US
dc.contributor.author (Authors) 劉昱均zh_TW
dc.contributor.author (Authors) Liu, Yu-Chunen_US
dc.creator (作者) 劉昱均zh_TW
dc.creator (作者) Liu, Yu-Chunen_US
dc.date (日期) 2021en_US
dc.date.accessioned 1-Jul-2022 16:23:33 (UTC+8)-
dc.date.available 1-Jul-2022 16:23:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 16:23:33 (UTC+8)-
dc.identifier (Other Identifiers) G0107461003en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140672-
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) 107461003zh_TW
dc.description.abstract (摘要) 本研究以多重社群帳號為主題，從使用與滿足理論角度深入探討 Instagram 使用者經營多種類帳號之動機。透過網路問卷，本研究共蒐集950組 Instagram 主帳號、副帳號及特殊帳號之使用者調查，並利用探索性因素分析（EFA）、單一樣本t檢定（One sample t-test）與單因子變異數分析（ANOVA）進一步分析出三種帳號之經營動機。本研究發現使用者參與的六個構面（認知性、情感性、社交性、自我認同性、回饋性、賦權性）中，主要帳號的經營動機涵蓋認知（監測）、情感（娛樂）、社交及自我認同（自我延伸及真實我展現）; 副帳號經營動機為情感（娛樂及逃避主義）、自我認同（自我延伸及真實我展現）；而特殊帳號經營動機則涉及認知（資訊交流）、情感（娛樂及逃避主義）、社交、自我認同（自我延伸及理想我呈現）與賦權（賦權及被賦權）。本研究結果除了驗證單一社群平台上不同帳號之差異性，並提供社群媒體使用動機相關領域重要之實證研究參考資料外，本研究不顯著的結果亦提供了不一樣的探討可能性。zh_TW
dc.description.abstract (摘要) Given the prevalence of multiple account management among social media platforms, the present study unearths the motives for disparate Instagram account maintenance that have been conceptualized as general social media usage motivation. In light of the Uses and Gratifications framework, a sample of 950 registered Instagram users completed online surveys that helped gauge motives for regularly updating Rinsta, Finsta, and Targeted Finsta. The perceived motives were examined and results suggest that the motives for the maintenance of the three accounts are very distinct: Rinsta account involves cognitive (i.e., surveillance), affective (entertainment), social integrative, and personal identity (self-extension, actual self expression); Finsta account involves affective (i.e., entertainment, escapism), and personal identity (self extension, actual self expression) motivations; Targeted Finsta account involves cognitive (i.e., information exchange), affective (entertainment, escapism), social integrative, personal identity (self extension, ideal self presentation), and empowerment (empowered, empowering).en_US
dc.description.tableofcontents 1. Introduction p.1
1.1 Research Background p.1
1.2 Research Objectives p.5
2. Literature Review p.7
2.1 Uses and Gratification Theory (UGT) and General Motives for Social Media Use p.7
2.2 The Cognitive Motives for the Three Instagram Accounts p.10
2.3 The Affective Motives for the Three Instagram Accounts p.12
2.4 The Social Integrative Motives for the Three Instagram Accounts p.14
2.5 The Personal Identity Motives for the Three Instagram Accounts p.15
2.6 The Remuneration and Empowerment Motives for the Three Instagram Accounts p.18
3. Methodology p.22
3.1 Overview of the Study p.22
3.2 Survey p.22
3.21 Population and Sampling Methods p.22
3.22 Procedure p.23
3.23 Survey Design p.23
3.3 Pretest p.24
3.4 Measures p.26
3.41 Cognitive motive: Information exchange p.26
3.42 Cognitive motive: Surveillance p.27
3.43 Affective motive: Entertainment p.28
3.44 Affective motive: Escapism p.29
3.45 Social Integrative motive p.30
3.46 Personal Identity motive: Self-extension p.31
3.47 Personal Identity motive: Ideal self presentation p.32
3.48 Personal Identity motive: Actual self expression p.33
3.49 Remuneration motive p.34
3.410 Empowerment motive: Empowered p.35
3.410 Empowerment motive: Empowering p.36
4. Results p.37
4.1 Participants p.37
4.2 Research Question Testing p.39
4.21 Exploratory Factor Analysis p.40
4.211 Factor Analysis of Cognitive motive p.41
4.212 Factor Analysis of Affective motive p.42
4.213 Factor Analysis of Social Integrative motive p.43
4.124 Factor Analysis of Personal Identity motive p.44
4.215 Factor Analysis of Remuneration motive p.45
4.216 Factor Analysis of Empowerment motive p.46
4.22 One-way ANOVA and One-sample t-test p.47
4.221 Test Results of Cognitive Motive p.48
4.221 Test Results of Affective Motive p.50
4.223 Test Results of Social Integrative Motive p.51
4.224 Test Results of Personal Identity Motive p.53
4.225 Test Results of Remuneration Motive p.55
4.226 Test Results of Empowerment Motive p.56
4.23 Summary of the Results of Research Questions Testing p.58
5. Discussion and Conclusion p.60
5.1 The Cognitive Motives for the Three Instagram Accounts p.60
5.2 The Affective Motives for the Three Instagram Accounts p.61
5.3 The Social Integrative Motives for the Three Instagram Accounts p.63
5.4 The Personal Identity Motives for the Three Instagram Accounts p.63
5.5 The Remuneration Motives for the Three Instagram Accounts p.65
5.6 Empowerment Motives for the Three Instagram Accounts p.66
5.7 Research Contributions p.67
5.8 Limitations and Future Research p.68
References p.71
Appendix 1. Survey p.82		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107461003en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) 使用與滿足研究zh_TW
dc.subject (關鍵詞) 社群經營動機zh_TW
dc.subject (關鍵詞) 多重帳號zh_TW
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) Uses and gratifications theoryen_US
dc.subject (關鍵詞) Account managementen_US
dc.subject (關鍵詞) Multiple accountsen_US
dc.title (題名) Instagram主帳號、副帳號與特殊帳號之經營動機研究zh_TW
dc.title (題名) Instagram Accounts Matter: Comparing the Motives for Maintaining Rinsta, Finsta, and Targeted Finsta Accountsen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202200518en_US