使用者採用限時動態功能意願之研究  — 以Facebook與Instagram為例

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蔡宗傑(Zong-Jie Cai) 查詢紙本館藏

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資訊管理學系

論文名稱

使用者採用限時動態功能意願之研究 — 以Facebook與Instagram為例
(A Study on User Adoption of "Stories" Based on Facebook and Instagram)

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摘要(中)

繼Snapchat相片社交軟體平台推出限時動態功能(Snapchat Stories)之後，2016年8月及2017年2月，Instagram與Facebook也同樣開放類似的功能。再者，根據Instagram於2017年的統計，其限時動態功能(Instagram Stories)推出五個月之後，全球每日的使用人數便達1.5億人，而且依據Instagram官方表示，也有企業透過限時動態來進行行銷活動，像是英國的Mulberry品牌發現，使用限時動態來行銷時，品牌網站的點擊次數和互動率比起其他社交管道而言，平均高出5倍，另外，美國的Nike使用限時動態來宣傳時，在一天內便有800,000的觀看次數，因此，本研究認為限時動態是一個值得探討的議題。
本研究認為限時動態功能屬於創新的科技，並且限時動態也透過特定的溝通管道(社群媒體)，經過一定的時間逐漸地擴散而被多數人所使用，故在理論上選擇以創新擴散理論為基礎，並且再加上使用者創新性、便利性及有趣性，探討這些因素是否會影響使用者對於限時動態的採用意願。
研究結果發現，限時動態功能的「相對優勢」、「可觀察性」以及使用者從限時動態功能所感受到的「便利性」、「有趣性」皆會正向影響使用者採用限時動態功能之意願。然而，使用者創新性對採用意願的假說並不顯著，因此無法證實使用者創新性會影響到限時動態的採用意願，所以其可能並非是主要的考量因素。

摘要(英)

Instagram launched a new feature called Instagram Stories on August 2016 and Facebook launched Facebook Stories on February 2017 after Snapchat launched Snapchat Stories. These are all similar features on social network service.
Moreover, according to the statistics from Instagram on 2017, Over 150 million people now use Instagram Stories everyday all around the world. Instagram shows that there were businesses have been using stories for marketing. For instance, brands like Mulberry UK, they were impressed by the reach and engagement, received 5 times more clicks to site and engagement when compared to the average seen across other social channels. For Nike, generated 800, 000 views in 24 hours for an Instagram Stories. Therefore, “Stories” deserve to be an issue.
The Stories are considered as innovative technology in the study. It was diffused gradually by particular communication channels, and then it used by most people. Therefore, Diffusion of Innovations Theory is going to be discussed, and user innovativeness, convenience and playfulness are included as well based on the theory in the study. The purpose of the study is to discuss these factors whether affect user’s intention to adopt “stories”.
According to the results of study, relative advantage and observability both have positively significant impacts on intention to adopt “stories”, also, convenience and playfulness both have positively significant impacts on intention to adopt “stories”. However, in our study, the positive direct influence of user innovativeness over intention to adopt “stories” was not supported by data, therefore, the hypothesis cannot be confirmed, it may not a crucial factor which user considered.

關鍵字(中)

★ 限時動態
★ 創新擴散理論
★ 使用者創新性
★ 便利性
★ 有趣性

關鍵字(英)

★ Stories
★ Diffusion of Innovation
★ User Innovativeness
★ Convenience
★ Playfulness

論文目次

論文摘要...........i
Abstract.........ii
目錄.............iv
圖目錄.......... .vi
表目錄...........vii
一、緒論.......1
1.1 研究背景 ...1
1.2 研究動機 ...4
1.3 研究目的 ...5
1.4 研究流程 ...5
二、文獻探討 ...7
2.1 限時動態簡介.....7
2.2 創新擴散理論.....9
2.3 其餘影響限時動態採用意願之因素探討...12
2.4 採用意願...16
三、研究方法...17
3.1 研究架構...17
3.2 研究假說...18
3.3 研究構面與變數定義...20
3.4 研究設計...25
四、資料分析...27
4.1 資料分析方法與工具...27
4.2 前測問卷分析...27
4.3 正式問卷分析...35
4.4 結構方程式模型分析...45
五、結論...52
5.1 研究發現與結論...52
5.2 研究貢獻...55
5.3 研究限制...56
5.4 未來研究建議...57
六、參考文獻...59
附錄一、前測問卷...65
附錄二、正式問卷...70

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指導教授

粟四維、李小梅(Wesley Shu Shau-Mei Li)

審核日期

2017-6-21

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