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題名 年度回顧的魅力：以懷舊傾向與自我呈現策略分析Spotify Wrapped的年末風潮
The Magic of the Year in Review: Analysis of Spotify Wrapped's year-end Trend with Nostalgia Proneness and Self-presentation Strategies作者 張榕珊
Zhang, Jung-Shan貢獻者 陳聖智
張榕珊
Zhang, Jung-Shan關鍵詞 年度回顧
懷舊傾向
心理幸福感
自我呈現策略
Spotify Wrapped
Nostalgia Proneness
Happiness
Self-presentation strategies日期 2023 上傳時間 1-Dec-2023 10:47:34 (UTC+8) 摘要 近年年末，各家音樂串流平台皆推出年末回顧功能，提供給閱聽眾一整年的聆聽相關紀錄，並亦透過聆聽紀錄的分析，推出聆聽人格等引起閱聽眾興趣的內容，並引發社群的轉發和討論風潮，讓閱聽眾能透過展示音樂聆聽內容，與他人互動與共鳴，本研究以首推出的Spotify Wrapped為研究對象。 本研究分為兩階段研究，第一階段為以使用者之懷舊傾向切入，並探討懷舊傾向、心理幸福感與分享意圖之間的關係，第二階段則為針對懷舊傾向與自我呈現策略的不同，對於Spotify Wrapped 分享意圖的影響。並藉由網路問卷調查法，共回收471份有效樣本。經由研究結果顯示，一、懷舊傾向和Spotify Wrapped 分享意圖有正向相關。二、懷舊傾向會透過心理幸福感影響Spotify Wrapped 的分享意圖。三、採用自我導向策略與他人導向策略對於Spotify Wrapped 分享意圖沒有顯著差異，且懷舊傾向對於分享意圖不會因為自我呈現策略而產生影響。推測因年度回顧內容較為中性，且形式為限時動態，使用者降低了自我形象管理的壓力，因此不會因自我呈現策略不同而有分享意圖的差異。 本研究初探了音樂平台年度回顧之風潮，並探討了懷舊傾向、心理幸福感以及自我呈現策略對於Spotify Wrapped分享意圖影響，有助於了解數位音樂媒體使用者，為平台提供了關於年末年度回顧之建議。
In recent years, various music streaming platforms have introduced year-end review features, providing listeners with a comprehensive summary of their listening habits throughout the year. Through the analysis of listening data, these platforms also generate content related to the listener's music personality and other engaging insights, sparking discussions and social sharing within the community. This allows listeners to showcase their music preferences, interact with others, and resonate with fellow music enthusiasts. This study focuses on Spotify Wrapped, the pioneering platform in this trend. The research consists of two phases. The first phase explores the relationship between users' nostalgia tendencies, psychological well-being, and their intention to share Spotify Wrapped. In the second phase, the impact of different nostalgia tendencies and self-presentation strategies on the intention to share Spotify Wrapped is examined. A total of 471 valid responses were collected through an online survey. The research findings indicate the following: Nostalgia tendencies are positively correlated with the intention to share Spotify Wrapped. Nostalgia tendencies influence the intention to share Spotify Wrapped through psychological well-being. There is no significant difference in the intention to share Spotify Wrapped between those who adopt self-oriented strategies and those who adopt other-oriented strategies. It is speculated that the content of the annual review being relatively neutral and presented in a temporary format has reduced the pressure for self-image management. This study provides an initial exploration of the trend of year-end music platform reviews and investigates the influence of nostalgia tendencies, psychological well-being, and self-presentation strategies on the intention to share Spotify Wrapped. 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Spotify Wrapped 2022 arrives with new features like your ‘Listening Personality,’ 40K+ Artist Messages. Retrieved from: https://techcrunch.com/2022/11/30/spotify-wrapped-2022-arrives-with-new-featureslike- your-listening-personality-plus-40k-artist-messages/ Partipost（2021）取自： https://partipost.com/tw/2021/12/30/throw-back/ Partipost（2021）取自： https://partipost.com/tw/2021/06/18/80-instagram-2021/ Spotify（2023）。藝人及業界人士專用的 2023 年音樂行事曆。取自： https://artists.spotify.com/zh/blog/2023-music-calendar-for-artists-and-industry Website Rating（2023）。多個 INSTAGRAM 統計數據、事實和趨勢。取自： https://www.websiterating.com/zh-TW/research/instagram-statistics/ TWNIC（2022）。2022 年台灣網路報告。取自： https://report.twnic.tw/2022/assets/download/TWNIC_TaiwanInternetReport_2022_CH. pdf 文化內容策進院（2022）。2021 年台灣文化內容消費趨勢調查報告。取自： https://research.taicca.tw/pdf/a0f6cafd-ebfc-3881-8b51-07f14ec29fbc 文化內容策進院（2021）。2020 年台灣文化內容消費趨勢調查報告。取自： https://taicca.tw/uploads/userfiles/2020 年台灣文化內容產業調查報告III%20 流行音 樂產業.pdf 64 Vincent/經理人（2022）。2022 Spotify 年度總回顧來了！憑什麼洗版社群？拆解成功 行銷的 3 大要素。取自： https://www.managertoday.com.tw/articles/view/62154 侯思蘋/yahoo 新聞（2022）。Spotify 擁 4.2 億用戶，3 大成功基礎奠定全球串流音樂 市占龍頭地位。取自： https://tw.news.yahoo.com/news/spotify-擁-4-2-億用戶-084648585.html Cacafly（2022）。用聽覺抓住受眾的心——Spotify 與台灣獨家代理商 Httpool 分享 廣告案例，廣告主快學起來！。取自： https://www.cacafly.com/post/用聽覺抓住受眾的心-spotify-與台灣獨家代理商- httpool-分享聆聽案例，廣告主快學起來！ 台灣資策院產業情報研究所（2021）。【社群與通訊消費者調查系列一】「限動」最 吸引網友 行銷掌握黃金1 分鐘原則 網友起床優先看Line群組 年輕族群更愛看 IG。取自： https://mic.iii.org.tw/news.aspx?id=611&List=1 電子商務時報（2021）。從Spotify 年度總回顧學「個人化行銷」。取自： https://www.ectimes.org.tw/2021/12/從spotify 年度總回顧學「個人化行銷」/ 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464045資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464045 資料類型 thesis dc.contributor.advisor 陳聖智 zh_TW dc.contributor.author (Authors) 張榕珊 zh_TW dc.contributor.author (Authors) Zhang, Jung-Shan en_US dc.creator (作者) 張榕珊 zh_TW dc.creator (作者) Zhang, Jung-Shan en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Dec-2023 10:47:34 (UTC+8) - dc.date.available 1-Dec-2023 10:47:34 (UTC+8) - dc.date.issued (上傳時間) 1-Dec-2023 10:47:34 (UTC+8) - dc.identifier (Other Identifiers) G0109464045 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148505 - 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) 109464045 zh_TW dc.description.abstract (摘要) 近年年末，各家音樂串流平台皆推出年末回顧功能，提供給閱聽眾一整年的聆聽相關紀錄，並亦透過聆聽紀錄的分析，推出聆聽人格等引起閱聽眾興趣的內容，並引發社群的轉發和討論風潮，讓閱聽眾能透過展示音樂聆聽內容，與他人互動與共鳴，本研究以首推出的Spotify Wrapped為研究對象。 本研究分為兩階段研究，第一階段為以使用者之懷舊傾向切入，並探討懷舊傾向、心理幸福感與分享意圖之間的關係，第二階段則為針對懷舊傾向與自我呈現策略的不同，對於Spotify Wrapped 分享意圖的影響。並藉由網路問卷調查法，共回收471份有效樣本。經由研究結果顯示，一、懷舊傾向和Spotify Wrapped 分享意圖有正向相關。二、懷舊傾向會透過心理幸福感影響Spotify Wrapped 的分享意圖。三、採用自我導向策略與他人導向策略對於Spotify Wrapped 分享意圖沒有顯著差異，且懷舊傾向對於分享意圖不會因為自我呈現策略而產生影響。推測因年度回顧內容較為中性，且形式為限時動態，使用者降低了自我形象管理的壓力，因此不會因自我呈現策略不同而有分享意圖的差異。 本研究初探了音樂平台年度回顧之風潮，並探討了懷舊傾向、心理幸福感以及自我呈現策略對於Spotify Wrapped分享意圖影響，有助於了解數位音樂媒體使用者，為平台提供了關於年末年度回顧之建議。 zh_TW dc.description.abstract (摘要) In recent years, various music streaming platforms have introduced year-end review features, providing listeners with a comprehensive summary of their listening habits throughout the year. Through the analysis of listening data, these platforms also generate content related to the listener's music personality and other engaging insights, sparking discussions and social sharing within the community. This allows listeners to showcase their music preferences, interact with others, and resonate with fellow music enthusiasts. This study focuses on Spotify Wrapped, the pioneering platform in this trend. The research consists of two phases. The first phase explores the relationship between users' nostalgia tendencies, psychological well-being, and their intention to share Spotify Wrapped. In the second phase, the impact of different nostalgia tendencies and self-presentation strategies on the intention to share Spotify Wrapped is examined. A total of 471 valid responses were collected through an online survey. The research findings indicate the following: Nostalgia tendencies are positively correlated with the intention to share Spotify Wrapped. Nostalgia tendencies influence the intention to share Spotify Wrapped through psychological well-being. There is no significant difference in the intention to share Spotify Wrapped between those who adopt self-oriented strategies and those who adopt other-oriented strategies. It is speculated that the content of the annual review being relatively neutral and presented in a temporary format has reduced the pressure for self-image management. This study provides an initial exploration of the trend of year-end music platform reviews and investigates the influence of nostalgia tendencies, psychological well-being, and self-presentation strategies on the intention to share Spotify Wrapped. It contributes to a better understanding of digital music media users and offers recommendations for year-end annual review features on such platforms. en_US dc.description.tableofcontents 第一章 緒論 10 第一節 研究背景與動機 10 第二節 研究目的與研究問題 12 第三節 研究個案選擇—Spotify Wrapped 12 第二章 文獻探討 16 第一節 暫時性社群媒體（Ephemeral Social Media） 16 第二節 懷舊傾向 17 一、 懷舊（Nostalgia） 17 二、 懷舊傾向（Nostalgia Proneness） 19 第三節 分享意圖 20 第四節 幸福感（Well-Being） 21 一、 幸福感 21 二、 幸福感、懷舊傾向與分享意圖 22 第五節 自我呈現（Self-Presentation） 23 一、 社群媒體中的自我呈現 23 二、 限時動態中的自我呈現 27 第三章 研究方法 29 第一節 研究架構 29 第二節 研究假設 30 第三節 研究設計 30 一、 研究對象與調查方式 30 二、 認知訪談與前測 32 第四節 變項操作型定義與量表 33 一、 懷舊傾向 33 二、 心理幸福感 34 三、 自我呈現策略 36 四、 分享意圖 37 第四章 研究結果 38 第一節 信度分析 38 第二節 敘述性統計 38 一、 樣本輪廓 38 二、 音樂串流平台的使用習慣 39 三、 變項之描述性統計 41 第三節 皮爾森相關分析 44 第四節 假設檢驗 44 第五章 討論與建議 50 第一節 研究結果與結論 50 第二節 研究限制與建議 53 參考文獻 55 附錄一 前測問卷 66 zh_TW dc.format.extent 2690368 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464045 en_US dc.subject (關鍵詞) 年度回顧 zh_TW dc.subject (關鍵詞) 懷舊傾向 zh_TW dc.subject (關鍵詞) 心理幸福感 zh_TW dc.subject (關鍵詞) 自我呈現策略 zh_TW dc.subject (關鍵詞) Spotify Wrapped en_US dc.subject (關鍵詞) Nostalgia Proneness en_US dc.subject (關鍵詞) Happiness en_US dc.subject (關鍵詞) Self-presentation strategies en_US dc.title (題名) 年度回顧的魅力：以懷舊傾向與自我呈現策略分析Spotify Wrapped的年末風潮 zh_TW dc.title (題名) The Magic of the Year in Review: Analysis of Spotify Wrapped's year-end Trend with Nostalgia Proneness and Self-presentation Strategies en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王興文、王婷萱、鄭佳昆（2019）。個人懷舊傾向與神經性人格特質對地方連結之影響。造園景觀學報。 梁皖茵、吳岳庭、林容伊和楊采翎 （2019）。〈人格特質於Instagram的自我呈現策略及圖像社交研究 >。《2019中華傳播學會學年論文》。國立交通大學。 魏莉娟（2020）。尋找最初的感動：探討懷舊電玩遊戲、懷舊情緒、幸福感與原真性知覺關係之研究。國立政治大學傳播碩士學位學程碩士論文。 呂浩綱（2020）。Instagram使用者人格特質、自我展示策略與幸福感之關聯研究。國立政治大學傳播碩士學位學程碩士論文。 曾威智（2006）。懷舊/非懷舊廣告在不同產品涉入下廣告效果之研究-以懷舊傾向做為干擾變數。淡江大學國際貿易學系國際企業學碩士班碩士論文。 葉欣妤（2019）。動靜皆In？探討Instagram限時動態與貼文差異對自我揭露影響之過程。碩士論文。國立中山大學行銷傳播管理研究所碩士論文。 臧若昀（2008）。懷舊情懷與文化消費行為——以國立故宮博物院之台灣，日本，美 國觀眾為例。 碩士論文。國立交通大學管理學院碩士在職專班經營管理組碩士論文。 劉丞紜（2022）。Instagram濾鏡之品牌參與：以自我提升探討使用者之分享意圖。國立臺灣師範大學大眾傳播研究所碩士論文。 方毓賢（2015）。探討使用社群媒體轉發線上內容之意願。國立中央大學資訊管理學系研究所博士論文。 薛鵬達（2017）。社交媒體中的自我呈現及其影響因素研究。寧波大學碩士論文。 吳明隆、涂金堂（2011）。《SPSS與統計應用分析》。台北市：五南。 邢長玲（2020）。社交媒體虛擬化身頭像: 以自我呈現策略結合科技使用模式預測使用意圖。國立陽明交通大學傳播與科技研究所碩士論文。 鄒佳容（2022）。探討使用者在社群媒體音樂分享行為研究。國立臺灣師範大學圖書資訊學研究所碩士論文。 程于晏（2020）。選對媒體才是王道：從區位理論分析Facebook、Instagram和YouTube作為不同購買決策階段之競爭優勢。國立政治大學傳播碩士學位學程碩士論文。 鄭怡君、蔡俊傑（2016）。Bootstrap中介效果結構方程模式分析。《體育學系學刊》，102-114。 二、 英文文獻： Abeyta, A. 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