Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/132073
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
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。\n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.
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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)
106461005
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106461005
資料類型: thesis
Appears in Collections:學位論文

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