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題名 從通訊過程與情境因素探討社群媒體貼圖的分享意願
Adopting the Perspectives of Communication Process and Situational Factors to Discuss Share Intention on Social Media Stickers作者 游惠君
Yu, Hui-Chun貢獻者 洪為璽
Hung, Wei-Hsi
游惠君
Yu, Hui-Chun關鍵詞 社群媒體
貼圖
媒體同步理論
通訊過程
分享意願
social media
LINE sticker
media synchronicity theory
communication process
share intention日期 2022 上傳時間 1-Aug-2022 17:21:44 (UTC+8) 摘要 近年來社群媒體快速的成長獲得了許多關注，貼圖是一種能夠同時傳遞文字涵義及情感的媒介，能與使用者的日常生活更具連結性，因此在社群媒體上成為最主流的視覺化數位語言。然而，大部分的研究專注在貼圖的特徵對於購買意願的影響，在分享意願上的研究較少被討論，因此本研究的目的是想探討貼圖資訊在通訊過程中影響通訊成效的重要因素，並了解通訊成效與貼圖分享意願的關係。本研究使用結構方程模型分析，透過 532 位曾經購買過LINE貼圖使用者的調查，來驗證本研究提出的模型和假設。研究結果顯示，匯聚型通訊、對象熟悉度以及貼圖重要性對於貼圖通訊成效是重要的影響因素，而貼圖通訊成效會對貼圖分享意願有正向顯著的影響。本研究的架構實證並延伸了媒體同步理論，上述結果可作為在社群媒體領域中類似研究的參考依據。
The rapid growth of social media has attracted a lot of attention in recent years. Stickers connecting to the user`s daily life are a medium that conveys both meaning and emotion. Therefore, stickers have become the most popular visual language in social media. However, most of the research focus on the influence of sticker features on purchase intention, while the researches on sharing intention are rarely discussed. To fill this research gap, the purpose of this study is to investigate factors that affect communication performance and the relationship between communication performance and user’s share intention. Structural equation modeling(SEM) was used to test the hypotheses proposed in this study. We collected data from 532 participants purchasing LINE stickers users. The results show that the communication process aiming of convergence, partner familiarity and sticker importance are important factors for the effectiveness of communication performance. We also found that communication performance significantly affects share intention. Model developed in this study was extended from Media Synchronicity Theory, and it was tested and examined. Our findings can provide reference for the application of social media.參考文獻 英文文獻Adner, R., & Kapoor, R. (2010). Value creation in innovation ecosystems: How the structure of technological interdependence affects firm performance in new technology generations. Strategic Management Journal, 31(3), 306-333.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.Al-Maroof, R. S., Salloum, S. A., AlHamadand, A. Q. M., & Shaalan, K. (2019, October). A unified model for the use and acceptance of stickers in social media messaging. In International conference on advanced intelligent systems and informatics (pp. 370-381). Springer, Cham.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.Bollen, K. A., & Long, J. S. (Eds.). (1993). Testing structural equation models (Vol. 154). Sage.Byron, K., & Baldridge, D. C. (2007). E-mail recipients` impressions of senders` likability: The interactive effect of nonverbal cues and recipients` personality. The Journal of Business Communication (1973), 44(2), 137-160.Cao, X., Vogel, D. R., Guo, X., Liu, H., & Gu, J. (2012, January). Understanding the influence of social media in the workplace: An integration of media synchronicity and social capital theories. In 2012 45th Hawaii International Conference on System Sciences (pp. 3938-3947). IEEE.Carlson, J. R., & Zmud, R. W. (1999). Channel expansion theory and the experiential nature of media richness perceptions. 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國立政治大學
資訊管理學系
109356015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356015 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (Authors) 游惠君 zh_TW dc.contributor.author (Authors) Yu, Hui-Chun en_US dc.creator (作者) 游惠君 zh_TW dc.creator (作者) Yu, Hui-Chun en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 17:21:44 (UTC+8) - dc.date.available 1-Aug-2022 17:21:44 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 17:21:44 (UTC+8) - dc.identifier (Other Identifiers) G0109356015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141033 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 109356015 zh_TW dc.description.abstract (摘要) 近年來社群媒體快速的成長獲得了許多關注，貼圖是一種能夠同時傳遞文字涵義及情感的媒介，能與使用者的日常生活更具連結性，因此在社群媒體上成為最主流的視覺化數位語言。然而，大部分的研究專注在貼圖的特徵對於購買意願的影響，在分享意願上的研究較少被討論，因此本研究的目的是想探討貼圖資訊在通訊過程中影響通訊成效的重要因素，並了解通訊成效與貼圖分享意願的關係。本研究使用結構方程模型分析，透過 532 位曾經購買過LINE貼圖使用者的調查，來驗證本研究提出的模型和假設。研究結果顯示，匯聚型通訊、對象熟悉度以及貼圖重要性對於貼圖通訊成效是重要的影響因素，而貼圖通訊成效會對貼圖分享意願有正向顯著的影響。本研究的架構實證並延伸了媒體同步理論，上述結果可作為在社群媒體領域中類似研究的參考依據。 zh_TW dc.description.abstract (摘要) The rapid growth of social media has attracted a lot of attention in recent years. Stickers connecting to the user`s daily life are a medium that conveys both meaning and emotion. Therefore, stickers have become the most popular visual language in social media. However, most of the research focus on the influence of sticker features on purchase intention, while the researches on sharing intention are rarely discussed. To fill this research gap, the purpose of this study is to investigate factors that affect communication performance and the relationship between communication performance and user’s share intention. Structural equation modeling(SEM) was used to test the hypotheses proposed in this study. We collected data from 532 participants purchasing LINE stickers users. The results show that the communication process aiming of convergence, partner familiarity and sticker importance are important factors for the effectiveness of communication performance. We also found that communication performance significantly affects share intention. Model developed in this study was extended from Media Synchronicity Theory, and it was tested and examined. Our findings can provide reference for the application of social media. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 3第三節 研究目的 4第四節 研究流程 5第二章 文獻探討 6第一節 社群媒體 6第二節 貼圖經濟 7第三節 媒體同步理論 9第四節 資訊分享 12第五節 文獻總結 13第三章 研究方法 14第一節 研究架構 14第二節 研究假說 14第三節 研究設計 18第四章 資料分析 23第一節 問卷回收 23第二節 研究樣本描述 24第三節 信效度分析 29第四節 結構方程模型分析 34第五節 分群分析 39第六節 研究發現 41第五章 結論 44第一節 研究貢獻 44第二節 研究限制與建議 45參考文獻 47 zh_TW dc.format.extent 2581312 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356015 en_US dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 貼圖 zh_TW dc.subject (關鍵詞) 媒體同步理論 zh_TW dc.subject (關鍵詞) 通訊過程 zh_TW dc.subject (關鍵詞) 分享意願 zh_TW dc.subject (關鍵詞) social media en_US dc.subject (關鍵詞) LINE sticker en_US dc.subject (關鍵詞) media synchronicity theory en_US dc.subject (關鍵詞) communication process en_US dc.subject (關鍵詞) share intention en_US dc.title (題名) 從通訊過程與情境因素探討社群媒體貼圖的分享意願 zh_TW dc.title (題名) Adopting the Perspectives of Communication Process and Situational Factors to Discuss Share Intention on Social Media Stickers en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻Adner, R., & Kapoor, R. (2010). Value creation in innovation ecosystems: How the structure of technological interdependence affects firm performance in new technology generations. Strategic Management Journal, 31(3), 306-333.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.Al-Maroof, R. S., Salloum, S. A., AlHamadand, A. Q. M., & Shaalan, K. (2019, October). A unified model for the use and acceptance of stickers in social media messaging. In International conference on advanced intelligent systems and informatics (pp. 370-381). Springer, Cham.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.Bollen, K. A., & Long, J. S. (Eds.). (1993). Testing structural equation models (Vol. 154). Sage.Byron, K., & Baldridge, D. C. (2007). E-mail recipients` impressions of senders` likability: The interactive effect of nonverbal cues and recipients` personality. The Journal of Business Communication (1973), 44(2), 137-160.Cao, X., Vogel, D. R., Guo, X., Liu, H., & Gu, J. (2012, January). Understanding the influence of social media in the workplace: An integration of media synchronicity and social capital theories. In 2012 45th Hawaii International Conference on System Sciences (pp. 3938-3947). IEEE.Carlson, J. R., & Zmud, R. W. (1999). Channel expansion theory and the experiential nature of media richness perceptions. Academy of Management Journal, 42(2), 153-170.Chen, X., & Siu, K. W. M. (2017). Exploring user behaviour of emoticon use among Chinese youth. Behaviour & Information Technology, 36(6), 637-649.Cheng, X., Dale, C., & Liu, J. (2007). Understanding the characteristics of internet short video sharing: YouTube as a case study. arXiv preprint arXiv:0707.3670.Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.Cievski, A., & Zhupanoski, I. (2014). Understanding reasons for choosing certain media for internal communication in. Academy of Management Review, 9(2), 284-295.Cohen, J. (1998). Statistical Power Analysis for the Behavioral Sciences (2nd ed.), Hillsdale, NJ: Lawrence Erlbaum Associates.Cornelius, C., & Boos, M. (2003). Enhancing mutual understanding in synchronous computer-mediated communication by training: Trade-offs in judgmental tasks. Communication Research, 30(2), 147-177.De Seta, G. (2018). 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