1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

題名 以擬社會互動探討Facebook直播的傳播效果
Exploring the Communication Effect of Live-streaming on Facebook with the Parasocial Interaction Theory
作者 彭俞蓉
Peng, Yu-Jung
貢獻者 郭貞
彭俞蓉
Peng, Yu-Jung
關鍵詞 Facebook直播
自我揭露
社會臨場感
產品涉入度
傳播效果
擬社會互動
日期 2019
上傳時間 2-May-2019 14:48:50 (UTC+8)
摘要 本研究以自我揭露有無及社會臨場感高低，探討Facebook直播不同呈現方式對於對直播的態度、對直播主的態度和購買意願之差異，並納入感知擬社會互動作為中介變項，而產品涉入度則作為調節變項。透過實驗法使參與者瀏覽不同呈現方式的Facebook直播，以2(自我揭露：有vs.無) x 2(社會臨場感：高vs.低)發展四個實驗情境。

研究結果顯示：自我揭露有無對於擬社會互動的影響會有顯著差異，而擬社會互動對於對直播的態度、對直播主的態度和購買意願亦皆有所影響，擬社會互動會完全中介自我揭露有無對對直播的態度、對直播主的態度之路徑，同時部分中介自我揭露有無對於購買意願之影響，產品涉入度僅對擬社會互動和購買意願間的關係具有調節效果，社會臨場感高低對於擬社會互動、對直播的態度、對直播主的態度和購買意願則沒有顯著影響，並以此研究結果作為Facebook直播未來操作發展上的建議。
參考文獻 一、中文部分
36Kr（2017年06月28日）。〈Facebook 月活躍用戶破 20 億，將近世界人口四分之一〉，《科技新報》。取自http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/
Inside（2016年03月04日）。〈搶攻直播市場！FB 調整演算法，直播優先〉，《Inside》。取自
https://www.inside.com.tw/article/5902-facebooktaking-into-account-live-video-when-ranking-feed
NOWnews娛樂中心（2018年07月12日）。〈夯直播╱全世界都在瘋開直播　台灣的10大直播平台〉，《NOWnews》。取自https://www.nownews.com/news/20180712/2787310/
Yulin（2017年11月17日）。〈【圖輯】臉書直播趨勢分析：人氣最高的不是美妝，而是賣運動鞋〉，《The News Lens》。取自
https://www.thenewslens.com/article/83459
朱家齊（2017）。《從虛擬到真實－遊戲直播中的擬社會互動、忠誠行為與互動感知之關聯性研究》。國立交通大學傳播研究所碩士論文。
呂紹玉（2016年04月08日）。〈Facebook全力主打直播：新增多項功能、付錢請媒體創作內容〉，《科技新報》。取自http://technews.tw/2016/04/08/more-ways-to-discover-live-video/
品牌志編輯部（2017年06月09日）。〈【品牌國際化】台灣面膜品牌已成國際隱形冠軍〉，《品牌志》。取自https://www.expbravo.com/4982/%E5%93%81%E7%89%8C%E5%9C%8B%E9%9A%9B%E5%8C%96-%E5%8F%B0%E7%81%A3%E9%9D%A2%E8%86%9C%E5%93%81%E7%89%8C%E5%B7%B2%E6%88%90%E5%9C%8B%E9%9A%9B%E9%9A%B1%E5%BD%A2%E5%86%A0%E8%BB%8D.html
洪睿遠（2008）。《擬社會人際互動與消費者專業知識對電子口碑供給之影響》。臺北科技大學商業自動化與管理研究所碩士論文。
洪寧（2010）。《Facebook上消費者類社會互動對品牌關係的影響》。國立政治大學傳播學院廣告學系碩士論文。
翁秀琪、施伯燁、孫式文、方念萱、李嘉維（2009）。《從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究》，《新聞學研究》，101，1-44。
耿慶瑞、鄭璧嫻、丁慧瑩（2011）。《虛擬角色代言人對網路廣告的影響—擬社會互動與產品涉入的干擾效果》，《資訊管理學報》，19(2)，439-473。
原力流（2017年07月26日）。〈實況主(直播主)到底賺什麼？〉，《原力流》。取自https://www.ezpsc.com/article/83
張玉琳、李秋滿（2014）。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》，12，419-449。
黃凱毓（2013）。〈Facebook中的擬社會互動現象分析－Facebook訊息呈現特性對線上交流之影響〉，中華傳播學會2013年年會論文。
黃逸旻、呂佳旻（2017年08月10日）。〈你不可不知的直播行銷五帖藥〉，《動腦新聞》。取自https://www.brain.com.tw/news/articlecontent?ID=45168#vGJbhA1P
創市際（2010年10月22日）。〈研究案例: 面膜小調查〉，《創市際》。取自https://www.ixresearch.com/reports/%E7%A0%94%E7%A9%B6%E6%A1%88%E4%BE%8B-%E9%9D%A2%E8%86%9C%E5%B0%8F%E8%AA%BF%E6%9F%A5/#more-2609
董正王亭、詹國勝、曾琳（2008）。〈當主持人變成你的朋友？主持人的談話方式是否影響消費者之購買決定─以電視購物中旅遊商品為例〉，「2008 年中華傳播學會研討會」論文。
郭玗潔（2018）。《專業網路直播的訊息傳播與參與體驗》。國立政治大學傳播學院傳播碩士學位學程碩士論文。
劉冠麟（2015）。〈是廣告還是朋友？以擬社會互動探討Facebook粉絲專頁之效果〉，中華傳播學會2015年年會論文。
陳雅婷（2006）。《擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響》。臺北科技大學商業自動化與管理研究所碩士論文。
陳介于（2012）。《臉部保養品涉入程度與購買決策之研究》。國立中山大學企業管理學系碩士班碩士論文。
賴筱茜、陳延昇（2015）。〈不只是聽廣播：廣播與社群媒介匯流的擬社會互動經驗〉。《廣播與電視》。38: 1-33。
鄭璧嫻（2009）。《虛擬角色代言人對網路廣告說服效果影響之研究》。臺北科技大學商業自動化與管理研究所碩士論文。
譚偉晟（2016年12月21日）。〈直播不想露臉？Facebook 將推出「純語音直播」功能！〉，《自由時報》。取自
http://3c.ltn.com.tw/news/27924
蘋果日報（2018年11月27日）。〈全球臉書使用者超過22億　台灣已逾1900萬人〉，《蘋果日報》。取自https://tw.appledaily.com/new/realtime/20181127/1474251/

二、英文部分
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, 146-163. doi:10.2307/1252108
Alhabash, S., McAlister, A. R., Hagerstrom, A., Quilliam, E. T., Rifon, N. J., & Richards, J. I. (2013). Between likes and shares: Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on facebook. Cyberpsychology Behavior and Social Networking, 16(3), 175-182. doi: 10.1089/cyber.2012.0265
Antecol, M. (1997). Learning from Television: Parasocial Interaction and Affective Learning., 80th Annual Association for Education in Journalism and Mass Communication Conference. Chicago, IL: Communication Theory and Methodology Division
Auter, Philip J. (1992). TV that talks back: An experimental validation of a parasocial interaction scale. Journal of Broadcasting & Electronic Media, 36(2), 173.
Auter, P., & Palmgreen, P. (1992, May). Development of A New Parasocial Interaction Measure: The Audience–Persona Interaction Scale. Paper presented at the Annual International Communication Association Conference, Miami.
Ball-Rokeach, S. J., Rokeach, M. & Grube, J. (1984). The Great American Values Test: Influencing Behavior and Belief Through Television, New York: The Free Press.
Beltramini, R. F., & Evans, K. R. (1985). Perceived believability of research results information in advertising. Journal of Advertising, 14(3), 18-&. Retrieved from ://WOS:A1985AQA6000004
Bennett, A. (2010). Talking to the Camera: Measuring the Impact of Direct Address in Reality Programming on Parasocial Interaction Texas Tech University Lubbock, TX.
Biocca, F. (1997). The cyborg`s dilemma: Progressive embodiment in virtual environments. Journal of computer-mediated communication, 3(2). doi:10.1111/j.1083-6101.1997.tb00070.x.
Cohen, J. (2004). Para-social breakup from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal Relationships, 21, 187–202.
Cole, T. & Leets, L.(1999). Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way. Journal of Social and Personal Relationships, 16(4),495-511.
Coleman, J. S. (1993). The Rational Reconceptualizing Communication and Agency in Fan Activity: A Proposal for a Projected Interactivity Model for Fan Studies, NCA 93rd Annual Convention. TBA, Chicago, IL.
Ellison, N., Heino, R., & Gibbs, J. (2006). Managing impressions online: Self-presentation processes in the online dating environment. Journal of Computer-Mediated Communication, 11(2), article 2. Retrieved June 30, 2007 from http://jcmc.indiana.edu/vol11/issue2/ellison.html
Folse, J. A. G., Netemeyer, R. G., Burton, S. (2012). Spokescharacters: How the Persomality Traits of Sincerity, Excitement, and Competence Help to Build Equity. Journal of Advertising, 41(1), 17-34. doi: 10.2307/23208318
Giles, David C. (2002). Parasocial Interaction: A Review of the Literature and a Model for Future Research. Media Psychology, 4(3), 279-305.
Gleich, U. (1997). Parasocial interaction with people on the screen.
Goldsmith, R. E., & Emmert, J. (1991). Measuring product category involvement: a multitrait-multimethod study. Journal of Business Research, 23(4), 363-371.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed). New York, NY: Guiford Press.
Horton, D., & Wohl, R.R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Horton, Donald, and R. Richard Wohl (1982), "Mass Communication and Para-Social Interaction: Observation on Intimacy at a Distance," in Inter/Media, G. Gumpert and R. Cathcart, eds., New York: Oxford, 188-211.
Hoffner, C. (2008). Parasocial and online social relationships. The handbook of children, media, and development, 309-333.
Hoerner, John (1999), “Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites,” in Advertising and the World Wide Web, ed. David W. Schumann and Esther Thorson, NJ: Lawrence Erlbaum, 135-47.
Hudson, S., & Hudson, D. (2006). Branded entertainment: a new advertising technique or product placement in disguise?. Journal of Marketing Management, 22(5-6), 489-504.
Kaltcheva, V. D. & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107-118.
Kjerstin S. Thorson & Shelly Rodgers(2006).Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6(2), 34­44.
Laurent, G. and J. Kapferer. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22, 41-53.
Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365.
McQuail, D., Blumler, J.G., & Brown, JR. (1972). The television audience: A revised perspective. Media studies: A reader, 271-284.
Meyrowitz, J. (1982). Television and interpersonal behavior: Codes of perception and response. In G. Gumpert & R. Cathcart (Eds.), Inter/media: Interpersonal communication in a media world (2nd ed., pp. 221-241). New York: Oxford University Press.
Myers, S. D., Royne, M. B., & Deitz, G. (2014). Programme-ad congruence Integrating advertising and entertainment. International Journal of Advertising, 33(1), 61-90. doi: 10.2501/ija-33-1-061-090
Nordlund, J. (1978). Media interaction. Communication Research, 5, 150-175.
Paul W. Ballantine & Brett A. S. Martin( 2005).Forming Parasocial Relationships in Online Communities, Advances in Consumer Research,32.
Perse, E. M., & Rubin, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59-77.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag.
Piskorski, M. J., McCall, T. (2010). Vision Statement: Mapping the Social Internet. Harvard Business Review.
Rosengren, K. E., & Windahl, S. (1972). Mass media consumption as a functional alternative. In D. McQuail (Ed.), Socio/ogy of mass communications (pp. 135-165). Harmondsworth, UK Penguin.
Rourke, L., Anderson, T., and Garrison, D. R. (1999), “Assessing Social Presence in Asynchronous Text-Based Computer Conferencing,” Journal of Distance Education 14(2), 50-71.
Rubin, A.M., Perse, E.M., & Powell, R.A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Rubin, R. B., & McHugh, M. P. (1987). Development of para-social interaction relationships. Journal of Broadcasting and Electronic Media, 13(3), 279–292.
Rubin A. M., & Perse, E. M. (1987). Audience Activity and Soap Opera Involovement – A Uses and Effects Investigation. Human Communication Research, 14(2), 246-268.
Sawyer, A. G., & Howard, D. J. (1991). Effects of omitting conclusions in advertisements to involved and uninvolved audiences. Journal of Marketing Research, 28(4), 467-474. doi:10.2307/3172786
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London, England: Wiley.
Sood, S. (2002). Audience Involvement and Entertainment—Education. Communication Theory, 12(2), 153-172.
Stephens, D., Hill, R., & Bergman, K. (1996). Enhancing The Consumer–Product Relationship:Lessons from The QVC Home Shopping Channel. Journal of Business Research, 37, 193–200.
Thorson, K.S. and Rodgers, S. (2006), “Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction”, Journal of Interactive Advertising, 6(2), 61-70.
Tian, Q., & Hoffner, C. A. (2010). Parasocial Interaction With Liked, Neutral, and Disliked Characters on a Popular TV Series. Mass Communication and Society, 13(3), 250-269.
Walther, J.B. (1996). Computer-mediated communication impersonal, interpersonal, and hyperpersonal interaction. Communication research, 23(1), 3-43.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-15.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32. Retrieved from ://WOS:A1996UG28700003
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464042
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105464042
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.author (Authors) 彭俞蓉zh_TW
dc.contributor.author (Authors) Peng, Yu-Jungen_US
dc.creator (作者) 彭俞蓉zh_TW
dc.creator (作者) Peng, Yu-Jungen_US
dc.date (日期) 2019en_US
dc.date.accessioned 2-May-2019 14:48:50 (UTC+8)-
dc.date.available 2-May-2019 14:48:50 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2019 14:48:50 (UTC+8)-
dc.identifier (Other Identifiers) G0105464042en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/123248-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 105464042zh_TW
dc.description.abstract (摘要) 本研究以自我揭露有無及社會臨場感高低，探討Facebook直播不同呈現方式對於對直播的態度、對直播主的態度和購買意願之差異，並納入感知擬社會互動作為中介變項，而產品涉入度則作為調節變項。透過實驗法使參與者瀏覽不同呈現方式的Facebook直播，以2(自我揭露：有vs.無) x 2(社會臨場感：高vs.低)發展四個實驗情境。

研究結果顯示：自我揭露有無對於擬社會互動的影響會有顯著差異，而擬社會互動對於對直播的態度、對直播主的態度和購買意願亦皆有所影響，擬社會互動會完全中介自我揭露有無對對直播的態度、對直播主的態度之路徑，同時部分中介自我揭露有無對於購買意願之影響，產品涉入度僅對擬社會互動和購買意願間的關係具有調節效果，社會臨場感高低對於擬社會互動、對直播的態度、對直播主的態度和購買意願則沒有顯著影響，並以此研究結果作為Facebook直播未來操作發展上的建議。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究貢獻 4
第三節 研究流程 8
第二章 文獻探討 9
第一節 Facebook直播 9
第二節 擬社會互動（parasocial interaction，PSI）概念與相關研究 11
一、擬社會互動 11
二、擬社會互動與自我揭露 14
三、擬社會互動與社會臨場感 14
第三節 涉入度概念與傳播效果 18
第三章 研究方法 20
第一節 實驗設計 20
第二節 實驗物 24
一、實驗刺激物設計 24
二、研究對象 27
第三節 變項測量 28
一、擬社會互動程度 28
二、產品涉入度 28
三、依變項 29
第四章 研究結果與分析 32
第一節 實驗受測者樣本分析 32
第二節 量表信度分析 38
第三節 操弄檢定 41
第四節 假設檢定 43
第五章 研究結論與建議 48
第一節 研究結論 48
第二節 學術與實務貢獻 50
第三節 研究限制與未來研究方向 51
參考文獻 52
一、中文部分 52
二、英文部分 55
附錄 61
附錄ㄧ、四個實驗情境刺激物設計截圖 61
附錄二、前測問卷 67
附錄三、正式實驗問卷 72		zh_TW
dc.format.extent 1282159 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105464042en_US
dc.subject (關鍵詞) Facebook直播zh_TW
dc.subject (關鍵詞) 自我揭露zh_TW
dc.subject (關鍵詞) 社會臨場感zh_TW
dc.subject (關鍵詞) 產品涉入度zh_TW
dc.subject (關鍵詞) 傳播效果zh_TW
dc.subject (關鍵詞) 擬社會互動zh_TW
dc.title (題名) 以擬社會互動探討Facebook直播的傳播效果zh_TW
dc.title (題名) Exploring the Communication Effect of Live-streaming on Facebook with the Parasocial Interaction Theoryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
36Kr（2017年06月28日）。〈Facebook 月活躍用戶破 20 億，將近世界人口四分之一〉，《科技新報》。取自http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/
Inside（2016年03月04日）。〈搶攻直播市場！FB 調整演算法，直播優先〉，《Inside》。取自
https://www.inside.com.tw/article/5902-facebooktaking-into-account-live-video-when-ranking-feed
NOWnews娛樂中心（2018年07月12日）。〈夯直播╱全世界都在瘋開直播　台灣的10大直播平台〉，《NOWnews》。取自https://www.nownews.com/news/20180712/2787310/
Yulin（2017年11月17日）。〈【圖輯】臉書直播趨勢分析：人氣最高的不是美妝，而是賣運動鞋〉，《The News Lens》。取自
https://www.thenewslens.com/article/83459
朱家齊（2017）。《從虛擬到真實－遊戲直播中的擬社會互動、忠誠行為與互動感知之關聯性研究》。國立交通大學傳播研究所碩士論文。
呂紹玉（2016年04月08日）。〈Facebook全力主打直播：新增多項功能、付錢請媒體創作內容〉，《科技新報》。取自http://technews.tw/2016/04/08/more-ways-to-discover-live-video/
品牌志編輯部（2017年06月09日）。〈【品牌國際化】台灣面膜品牌已成國際隱形冠軍〉，《品牌志》。取自https://www.expbravo.com/4982/%E5%93%81%E7%89%8C%E5%9C%8B%E9%9A%9B%E5%8C%96-%E5%8F%B0%E7%81%A3%E9%9D%A2%E8%86%9C%E5%93%81%E7%89%8C%E5%B7%B2%E6%88%90%E5%9C%8B%E9%9A%9B%E9%9A%B1%E5%BD%A2%E5%86%A0%E8%BB%8D.html
洪睿遠（2008）。《擬社會人際互動與消費者專業知識對電子口碑供給之影響》。臺北科技大學商業自動化與管理研究所碩士論文。
洪寧（2010）。《Facebook上消費者類社會互動對品牌關係的影響》。國立政治大學傳播學院廣告學系碩士論文。
翁秀琪、施伯燁、孫式文、方念萱、李嘉維（2009）。《從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究》，《新聞學研究》，101，1-44。
耿慶瑞、鄭璧嫻、丁慧瑩（2011）。《虛擬角色代言人對網路廣告的影響—擬社會互動與產品涉入的干擾效果》，《資訊管理學報》，19(2)，439-473。
原力流（2017年07月26日）。〈實況主(直播主)到底賺什麼？〉，《原力流》。取自https://www.ezpsc.com/article/83
張玉琳、李秋滿（2014）。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》，12，419-449。
黃凱毓（2013）。〈Facebook中的擬社會互動現象分析－Facebook訊息呈現特性對線上交流之影響〉，中華傳播學會2013年年會論文。
黃逸旻、呂佳旻（2017年08月10日）。〈你不可不知的直播行銷五帖藥〉，《動腦新聞》。取自https://www.brain.com.tw/news/articlecontent?ID=45168#vGJbhA1P
創市際（2010年10月22日）。〈研究案例: 面膜小調查〉，《創市際》。取自https://www.ixresearch.com/reports/%E7%A0%94%E7%A9%B6%E6%A1%88%E4%BE%8B-%E9%9D%A2%E8%86%9C%E5%B0%8F%E8%AA%BF%E6%9F%A5/#more-2609
董正王亭、詹國勝、曾琳（2008）。〈當主持人變成你的朋友？主持人的談話方式是否影響消費者之購買決定─以電視購物中旅遊商品為例〉，「2008 年中華傳播學會研討會」論文。
郭玗潔（2018）。《專業網路直播的訊息傳播與參與體驗》。國立政治大學傳播學院傳播碩士學位學程碩士論文。
劉冠麟（2015）。〈是廣告還是朋友？以擬社會互動探討Facebook粉絲專頁之效果〉，中華傳播學會2015年年會論文。
陳雅婷（2006）。《擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響》。臺北科技大學商業自動化與管理研究所碩士論文。
陳介于（2012）。《臉部保養品涉入程度與購買決策之研究》。國立中山大學企業管理學系碩士班碩士論文。
賴筱茜、陳延昇（2015）。〈不只是聽廣播：廣播與社群媒介匯流的擬社會互動經驗〉。《廣播與電視》。38: 1-33。
鄭璧嫻（2009）。《虛擬角色代言人對網路廣告說服效果影響之研究》。臺北科技大學商業自動化與管理研究所碩士論文。
譚偉晟（2016年12月21日）。〈直播不想露臉？Facebook 將推出「純語音直播」功能！〉，《自由時報》。取自
http://3c.ltn.com.tw/news/27924
蘋果日報（2018年11月27日）。〈全球臉書使用者超過22億　台灣已逾1900萬人〉，《蘋果日報》。取自https://tw.appledaily.com/new/realtime/20181127/1474251/

二、英文部分
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, 146-163. doi:10.2307/1252108
Alhabash, S., McAlister, A. R., Hagerstrom, A., Quilliam, E. T., Rifon, N. J., & Richards, J. I. (2013). Between likes and shares: Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on facebook. Cyberpsychology Behavior and Social Networking, 16(3), 175-182. doi: 10.1089/cyber.2012.0265
Antecol, M. (1997). Learning from Television: Parasocial Interaction and Affective Learning., 80th Annual Association for Education in Journalism and Mass Communication Conference. Chicago, IL: Communication Theory and Methodology Division
Auter, Philip J. (1992). TV that talks back: An experimental validation of a parasocial interaction scale. Journal of Broadcasting & Electronic Media, 36(2), 173.
Auter, P., & Palmgreen, P. (1992, May). Development of A New Parasocial Interaction Measure: The Audience–Persona Interaction Scale. Paper presented at the Annual International Communication Association Conference, Miami.
Ball-Rokeach, S. J., Rokeach, M. & Grube, J. (1984). The Great American Values Test: Influencing Behavior and Belief Through Television, New York: The Free Press.
Beltramini, R. F., & Evans, K. R. (1985). Perceived believability of research results information in advertising. Journal of Advertising, 14(3), 18-&. Retrieved from ://WOS:A1985AQA6000004
Bennett, A. (2010). Talking to the Camera: Measuring the Impact of Direct Address in Reality Programming on Parasocial Interaction Texas Tech University Lubbock, TX.
Biocca, F. (1997). The cyborg`s dilemma: Progressive embodiment in virtual environments. Journal of computer-mediated communication, 3(2). doi:10.1111/j.1083-6101.1997.tb00070.x.
Cohen, J. (2004). Para-social breakup from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal Relationships, 21, 187–202.
Cole, T. & Leets, L.(1999). Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way. Journal of Social and Personal Relationships, 16(4),495-511.
Coleman, J. S. (1993). The Rational Reconceptualizing Communication and Agency in Fan Activity: A Proposal for a Projected Interactivity Model for Fan Studies, NCA 93rd Annual Convention. TBA, Chicago, IL.
Ellison, N., Heino, R., & Gibbs, J. (2006). Managing impressions online: Self-presentation processes in the online dating environment. Journal of Computer-Mediated Communication, 11(2), article 2. Retrieved June 30, 2007 from http://jcmc.indiana.edu/vol11/issue2/ellison.html
Folse, J. A. G., Netemeyer, R. G., Burton, S. (2012). Spokescharacters: How the Persomality Traits of Sincerity, Excitement, and Competence Help to Build Equity. Journal of Advertising, 41(1), 17-34. doi: 10.2307/23208318
Giles, David C. (2002). Parasocial Interaction: A Review of the Literature and a Model for Future Research. Media Psychology, 4(3), 279-305.
Gleich, U. (1997). Parasocial interaction with people on the screen.
Goldsmith, R. E., & Emmert, J. (1991). Measuring product category involvement: a multitrait-multimethod study. Journal of Business Research, 23(4), 363-371.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed). New York, NY: Guiford Press.
Horton, D., & Wohl, R.R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Horton, Donald, and R. Richard Wohl (1982), "Mass Communication and Para-Social Interaction: Observation on Intimacy at a Distance," in Inter/Media, G. Gumpert and R. Cathcart, eds., New York: Oxford, 188-211.
Hoffner, C. (2008). Parasocial and online social relationships. The handbook of children, media, and development, 309-333.
Hoerner, John (1999), “Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites,” in Advertising and the World Wide Web, ed. David W. Schumann and Esther Thorson, NJ: Lawrence Erlbaum, 135-47.
Hudson, S., & Hudson, D. (2006). Branded entertainment: a new advertising technique or product placement in disguise?. Journal of Marketing Management, 22(5-6), 489-504.
Kaltcheva, V. D. & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107-118.
Kjerstin S. Thorson & Shelly Rodgers(2006).Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6(2), 34­44.
Laurent, G. and J. Kapferer. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22, 41-53.
Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365.
McQuail, D., Blumler, J.G., & Brown, JR. (1972). The television audience: A revised perspective. Media studies: A reader, 271-284.
Meyrowitz, J. (1982). Television and interpersonal behavior: Codes of perception and response. In G. Gumpert & R. Cathcart (Eds.), Inter/media: Interpersonal communication in a media world (2nd ed., pp. 221-241). New York: Oxford University Press.
Myers, S. D., Royne, M. B., & Deitz, G. (2014). Programme-ad congruence Integrating advertising and entertainment. International Journal of Advertising, 33(1), 61-90. doi: 10.2501/ija-33-1-061-090
Nordlund, J. (1978). Media interaction. Communication Research, 5, 150-175.
Paul W. Ballantine & Brett A. S. Martin( 2005).Forming Parasocial Relationships in Online Communities, Advances in Consumer Research,32.
Perse, E. M., & Rubin, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59-77.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag.
Piskorski, M. J., McCall, T. (2010). Vision Statement: Mapping the Social Internet. Harvard Business Review.
Rosengren, K. E., & Windahl, S. (1972). Mass media consumption as a functional alternative. In D. McQuail (Ed.), Socio/ogy of mass communications (pp. 135-165). Harmondsworth, UK Penguin.
Rourke, L., Anderson, T., and Garrison, D. R. (1999), “Assessing Social Presence in Asynchronous Text-Based Computer Conferencing,” Journal of Distance Education 14(2), 50-71.
Rubin, A.M., Perse, E.M., & Powell, R.A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Rubin, R. B., & McHugh, M. P. (1987). Development of para-social interaction relationships. Journal of Broadcasting and Electronic Media, 13(3), 279–292.
Rubin A. M., & Perse, E. M. (1987). Audience Activity and Soap Opera Involovement – A Uses and Effects Investigation. Human Communication Research, 14(2), 246-268.
Sawyer, A. G., & Howard, D. J. (1991). Effects of omitting conclusions in advertisements to involved and uninvolved audiences. Journal of Marketing Research, 28(4), 467-474. doi:10.2307/3172786
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London, England: Wiley.
Sood, S. (2002). Audience Involvement and Entertainment—Education. Communication Theory, 12(2), 153-172.
Stephens, D., Hill, R., & Bergman, K. (1996). Enhancing The Consumer–Product Relationship:Lessons from The QVC Home Shopping Channel. Journal of Business Research, 37, 193–200.
Thorson, K.S. and Rodgers, S. (2006), “Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction”, Journal of Interactive Advertising, 6(2), 61-70.
Tian, Q., & Hoffner, C. A. (2010). Parasocial Interaction With Liked, Neutral, and Disliked Characters on a Popular TV Series. Mass Communication and Society, 13(3), 250-269.
Walther, J.B. (1996). Computer-mediated communication impersonal, interpersonal, and hyperpersonal interaction. Communication research, 23(1), 3-43.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-15.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32. Retrieved from ://WOS:A1996UG28700003		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.COMM.011.2019.F05en_US