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題名 好討厭喔 (笑臉加愛心) : 文化背景對於使用矛盾表情符號的 社會心理動機與態度影響之研究
I Hate It (Smiley with Heart) : Exploring Perceived Socio-Psychological Motives, Attitudes, and Cultural Impact on Incongruent Emoji Use
作者 辛周妍
Shin, Juyeon
貢獻者 葉嘉炘
Yeh, Chia-Hsin
辛周妍
Shin, Juyeon
關鍵詞 Z世代
表情符號使用
不一致表情符號
文化
動機
態度
可供性
使用與滿足理論
電腦中介傳播
Generation Z
emoji use
incongruent emojis
culture
motivation
attitude
affordance
Uses and Gratification Theory
computer-mediated communication (CMC)
日期 2025
上傳時間 1-Jul-2025 14:44:35 (UTC+8)
摘要 本研究探討Z世代使用表情符號時的社會心理認知動機與文意不一致之表情符號的使用態度，特別關注國家層面與情境層面的文化影響。本研究以使用與滿足理論及語言態度為基礎，採用準實驗設計，使用社群媒體風格的刺激材料，操控表情符號一致性與情緒強度。研究測試了六個動機變項（即獨特性的滿足需求、歸屬感、抒發情緒、尋求情緒支持、表達幽默、保全面子）及六個態度變項（理解力、適當性、創意性、採用度、好感度、智慧性）。結果顯示，與文意不一致表情符號使用與獨特性的滿足需求、歸屬感、幽默及保全面子等動機因子呈現顯著相關，而情緒釋放與尋求情緒支持等因子則與文意一致性表情符號使用呈現顯著相關。在態度方面，與文意不一致表情符號被認為更具創意性，但適當性與可理解性較低。其餘變項未顯示顯著效果。文化效果在情境層面（即線上空間個人主義）比國家層面（即集體主義與個人主義文化）更為顯著。年齡與性別等人口統計因素不顯著，而表情符號使用習慣則持續預測動機與態度。然而情緒強度則對使用表情符號之態度評價皆為負面影響，但與文意不一致表情符號配對時此效果得到緩解效果。整體而言，這些發現顯示Z世代將與文意不一致表情符號作為在公共數位空間中進行身份表達與自我呈現的策略工具，擴展了對表情符號功能的傳統理解。本研究揭示情境層面的文化取向比國家層面類別更具影響力，反映線上環境中的文化匯聚現象，同時提供對Z世代在線上空間中獨特隱私體驗的洞察。與文意不一致表情符號在情緒強度下的緩衝作用進一步突顯其在數位傳播中增強詮釋流暢性的潛力。實務意涵將在結論部分進一步討論。
This study examined Generation Z’s perceived socio-psychological motivations and attitudes toward incongruent emoji use, with particular attention to cultural influences at both national and situational levels. Grounded in Uses and Gratifications Theory and the concept of language attitudes, the study employed a quasi-experimental design using social media-style stimuli in which emoji congruence and emotional intensity were manipulated. Six motivational (i.e., fulfilling a need for uniqueness, feeling a sense of belonging, releasing emotions, seeking emotional support, expressing humor, and saving one’s face) and six attitudinal variables (i.e., comprehensibility, appropriateness, creativity, adoptability, favorability, and intelligence) were tested. Results indicated that incongruent emoji use was significantly associated with motivations such as expressing uniqueness, belonging, humor, and saving face, while releasing emotions and seeking emotional support were more clearly linked to congruent emojis. In terms of attitudes, incongruent emojis were perceived as more creative but less appropriate and comprehensible. The remaining variables showed no significant effects. Cultural effects were more pronounced at the situational level (i.e., online space individualism) than the national level (i.e., collectivist vs. individualist cultures). Demographic factors like age and gender were non-significant, while emoji use habits consistently predicted both motivations and attitudes. Emotional intensity had a broadly negative effect on attitudes, but this was mitigated when paired with incongruent emojis. Overall, these findings suggest that Generation Z uses incongruent emojis as strategic tools for identity expression and self-presentation in public digital spaces, expanding traditional understandings of emoji affordances. The study reveals that situational-level cultural orientations are more influential than national-level categories, reflecting cultural convergence in online environments, while also providing insights into Generation Z's distinctive privacy experiences in online spaces. The buffering role of incongruent emojis under emotional intensity further highlights their potential for enhancing interpretive fluency in digital communication. Practical implications are further addressed in the conclusion section.
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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)
112461019
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112461019
資料類型 thesis
dc.contributor.advisor 葉嘉炘zh_TW
dc.contributor.advisor Yeh, Chia-Hsinen_US
dc.contributor.author (Authors) 辛周妍zh_TW
dc.contributor.author (Authors) Shin, Juyeonen_US
dc.creator (作者) 辛周妍zh_TW
dc.creator (作者) Shin, Juyeonen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Jul-2025 14:44:35 (UTC+8)-
dc.date.available 1-Jul-2025 14:44:35 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2025 14:44:35 (UTC+8)-
dc.identifier (Other Identifiers) G0112461019en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157757-
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) 112461019zh_TW
dc.description.abstract (摘要) 本研究探討Z世代使用表情符號時的社會心理認知動機與文意不一致之表情符號的使用態度，特別關注國家層面與情境層面的文化影響。本研究以使用與滿足理論及語言態度為基礎，採用準實驗設計，使用社群媒體風格的刺激材料，操控表情符號一致性與情緒強度。研究測試了六個動機變項（即獨特性的滿足需求、歸屬感、抒發情緒、尋求情緒支持、表達幽默、保全面子）及六個態度變項（理解力、適當性、創意性、採用度、好感度、智慧性）。結果顯示，與文意不一致表情符號使用與獨特性的滿足需求、歸屬感、幽默及保全面子等動機因子呈現顯著相關，而情緒釋放與尋求情緒支持等因子則與文意一致性表情符號使用呈現顯著相關。在態度方面，與文意不一致表情符號被認為更具創意性，但適當性與可理解性較低。其餘變項未顯示顯著效果。文化效果在情境層面（即線上空間個人主義）比國家層面（即集體主義與個人主義文化）更為顯著。年齡與性別等人口統計因素不顯著，而表情符號使用習慣則持續預測動機與態度。然而情緒強度則對使用表情符號之態度評價皆為負面影響，但與文意不一致表情符號配對時此效果得到緩解效果。整體而言，這些發現顯示Z世代將與文意不一致表情符號作為在公共數位空間中進行身份表達與自我呈現的策略工具，擴展了對表情符號功能的傳統理解。本研究揭示情境層面的文化取向比國家層面類別更具影響力，反映線上環境中的文化匯聚現象，同時提供對Z世代在線上空間中獨特隱私體驗的洞察。與文意不一致表情符號在情緒強度下的緩衝作用進一步突顯其在數位傳播中增強詮釋流暢性的潛力。實務意涵將在結論部分進一步討論。zh_TW
dc.description.abstract (摘要) This study examined Generation Z’s perceived socio-psychological motivations and attitudes toward incongruent emoji use, with particular attention to cultural influences at both national and situational levels. Grounded in Uses and Gratifications Theory and the concept of language attitudes, the study employed a quasi-experimental design using social media-style stimuli in which emoji congruence and emotional intensity were manipulated. Six motivational (i.e., fulfilling a need for uniqueness, feeling a sense of belonging, releasing emotions, seeking emotional support, expressing humor, and saving one’s face) and six attitudinal variables (i.e., comprehensibility, appropriateness, creativity, adoptability, favorability, and intelligence) were tested. Results indicated that incongruent emoji use was significantly associated with motivations such as expressing uniqueness, belonging, humor, and saving face, while releasing emotions and seeking emotional support were more clearly linked to congruent emojis. In terms of attitudes, incongruent emojis were perceived as more creative but less appropriate and comprehensible. The remaining variables showed no significant effects. Cultural effects were more pronounced at the situational level (i.e., online space individualism) than the national level (i.e., collectivist vs. individualist cultures). Demographic factors like age and gender were non-significant, while emoji use habits consistently predicted both motivations and attitudes. Emotional intensity had a broadly negative effect on attitudes, but this was mitigated when paired with incongruent emojis. Overall, these findings suggest that Generation Z uses incongruent emojis as strategic tools for identity expression and self-presentation in public digital spaces, expanding traditional understandings of emoji affordances. The study reveals that situational-level cultural orientations are more influential than national-level categories, reflecting cultural convergence in online environments, while also providing insights into Generation Z's distinctive privacy experiences in online spaces. The buffering role of incongruent emojis under emotional intensity further highlights their potential for enhancing interpretive fluency in digital communication. Practical implications are further addressed in the conclusion section.en_US
dc.description.tableofcontents 1. Introduction 1 1.1 Research Motivation 1 1.2 Generation Z 3 1.3 The History of Emojis 5 1.3.1 The Origin of Emojis 5 1.3.2 The Advent of Emojis and Their Nature 5 1.3.3 Perspectives Toward Emojis 6 1.3.4 Emojis and Culture 7 1.4 Problem Statement 8 1.5 Expected Contribution 11 2. Literature Review 12 2.1 Existing Studies of Incongruent Emojis 12 2.2 Affordances of Emojis 13 2.3 Uses and Gratification Theory 15 2.4 Socio-psychological Needs of Generation Z 16 2.4.1 Social Needs: Uniqueness and Belonging 16 2.4.2 Psychological Needs: Psychological Well-Being 17 2.5 Potential Motives of Using Incongruent Emojis 18 2.5.1 Fulfilling a Need for Uniqueness 18 2.5.2 Feeling a Sense of Belonging 18 2.5.3 Releasing Emotions 19 2.5.4 Seeking Emotional Support 19 2.5.5 Expressing Humor 20 2.5.6 Saving one's Face 21 2.6 Emoji Attitudes 22 2.7 The Impact of Culture 23 3. Methods 25 3.1 Participants 25 3.2 Measurements 26 3.2.1 Demographic Variables 26 Age 26 Gender 26 Emoji Use Habits 27 Culture 28 3.2.2 Incongruent Emoji Use Motivations 29 3.2.3 Attitudes toward Incongruent Emoji Use 30 3.3 Stimuli Design 31 3.3.1 Stimuli 31 3.3.2 Scenario Selection 32 3.3.3 Emoji Selection 32 3.3.4 Caption and Photo Selection 35 3.4 Procedure 37 4. Results 39 4.1 Preliminary Analyses 39 4.1.1 Demographic Variables 39 4.1.2 Key Variables 43 Motivational Variables 43 Attitudinal Variables 44 4.2 Main Analyses 46 4.2.1 RQ 1: What are the perceived socio-psychological motives for Generation Z for using incongruent emojis? 48 4.2.2 RQ 2: What are Generation Z's attitudes toward using incongruent emojis? 49 4.2.3 RQ 3: How does culture impact the motives and attitudes toward using incongruent emojis? 50 Motivational Variables 50 Attitudinal Variables 53 4.3 Additional Analyses 57 4.3.1 Emotional Intensity 57 Motivational Variables 59 Attitudinal Variables 60 4.3.2 Emoji Use Habits 66 Comprehensibility 69 Appropriateness 69 Favorability 70 Intelligence 70 5. Discussion 71 5.1 Interpretations of Results 71 5.1.1 Perceived Motivations to Use Incongruent Emojis 72 5.1.2 Attitudes Toward Incongruent Emojis 73 5.1.3 Cultural Impact on the Motivations and Attitudes 74 5.1.4 Emotional Intensity and Control Variables 75 5.2 Theoretical Implications 76 5.2.1 Generation Z’s Perceived Emoji Affordances 77 5.2.2 Reconceptualization of Culture and Privacy in Generation Z’s CMC 77 5.2.3 Emotional Intensity and the Buffering Effect of Incongruent Emojis 78 5.3 Limitations of the Study 79 5.4 Recommendations for Future Research 81 6. Conclusion 82 References 84 Appendix A 96 Appendix B 98 Appendix C 100 Appendix D 108zh_TW
dc.format.extent 61129306 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112461019en_US
dc.subject (關鍵詞) Z世代zh_TW
dc.subject (關鍵詞) 表情符號使用zh_TW
dc.subject (關鍵詞) 不一致表情符號zh_TW
dc.subject (關鍵詞) 文化zh_TW
dc.subject (關鍵詞) 動機zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 可供性zh_TW
dc.subject (關鍵詞) 使用與滿足理論zh_TW
dc.subject (關鍵詞) 電腦中介傳播zh_TW
dc.subject (關鍵詞) Generation Zen_US
dc.subject (關鍵詞) emoji useen_US
dc.subject (關鍵詞) incongruent emojisen_US
dc.subject (關鍵詞) cultureen_US
dc.subject (關鍵詞) motivationen_US
dc.subject (關鍵詞) attitudeen_US
dc.subject (關鍵詞) affordanceen_US
dc.subject (關鍵詞) Uses and Gratification Theoryen_US
dc.subject (關鍵詞) computer-mediated communication (CMC)en_US
dc.title (題名) 好討厭喔 (笑臉加愛心) : 文化背景對於使用矛盾表情符號的 社會心理動機與態度影響之研究zh_TW
dc.title (題名) I Hate It (Smiley with Heart) : Exploring Perceived Socio-Psychological Motives, Attitudes, and Cultural Impact on Incongruent Emoji Useen_US
dc.type (資料類型) thesisen_US
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