繼續還是不繼續？網路文學作品持續閱讀與沉迷程度之影響; Continue or Discontinue? Internet Literature Continuance and the Effect of Addiction

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Title:	繼續還是不繼續？網路文學作品持續閱讀與沉迷程度之影響;Continue or Discontinue? Internet Literature Continuance and the Effect of Addiction
Authors:	劉瑞啟;Rui-qi Liu
Contributors:	資訊管理研究所
Keywords:	沉迷;沉浸經驗;持續閱讀;網路文學;addiction;Internet literature;flow experience;continuance
Date:	2011-07-07
Issue Date:	2012-01-05 15:11:11 (UTC+8)
Abstract:	由於網際網路的蓬勃發展，文學領域因網路而掀起一股新的風潮。網路與文學的相遇所產生出的新面貌，深深的吸引著廣大的讀者群。網路不只改變了傳統閱聽的管道，也改變了創作的方式，不論讀者或作者，均可便利的閱讀作品或創作，使得網路文學作品如雨後春筍般的出現。對於作者來說，除了吸引新的讀者之外，更重要的是要留住現有讀者，使他想一讀再讀，願意參與互動。因為在網路文學的世界中，讀者的鼓勵與批評是作者願意持續創作與成長的動力。本研究希望透過網路文學本身之特性找出讀者滿意度、並結合沉浸理論與沉迷程度探討讀者持續閱讀網路文學作品之意圖。本研究針對的是持續閱讀網路文學作品的讀者為主，透過網路問卷方式收集資料，使用PLS與SPSS來進行資料分析，以檢驗本研究模型與相關假說。研究結果發現：讀者對網路文學作品的滿意度越高時，其未來的持續閱讀意圖也會越高。同時，發現當讀者的滿意度越高時，越容易使讀者進入沉浸狀態，沉浸狀態所帶來的正面情緒會影響讀者的持續閱讀意圖。最後本研究發現：對沉迷程度較高的讀者來說，沉迷程度會是影響其持續閱讀意圖的主要因素之一。然而，對沉迷程度較低的讀者來說，讀者的沉迷程度並不會影響其持續使用的意圖。 Along with the explosive development of the Internet, “literature” has also been undergoing enormous changes. The integration of the Internet and literature has fascinated a large group of readers. In addition to augmenting the read/write channels, the Internet also reform the method of authoring. Regardless of whether on a reader or an author, one can read and write articles more conveniently. It makes Internet literature articles spring up like bamboo shoots after a spring rain. In addition to attracting new readers, a more important issue is to keep loyal readers. It can make readers not only read and reread, but also be willing to participate in discussions with the author and fellow readers alike. Readers' encouragement and criticism invariantly urge authors to continuously create new works and grow in the Internet literature world. The aim of this study is to identify factors affecting readers’ satisfaction through the characteristics of Internet literature. This study adopts the flow theory and the concept of addiction to explore the readers’ intention to continue reading Internet literature. This study collected data through self-administered Internet questionnaires. PLS and SPSS were employed to perform hypothesis testing. Results of this study show that readers with higher levels of satisfaction have higher continue reading intention. In addition, higher satisfaction results in positive emotions of flow experience, which in turn affects the readers’ intention to continue reading Internet literature. Finally, results also reveal that for the highly addicted readers, the level of Internet literature addiction is an important factor that influences readers’ intention to continue reading Internet literature. However, for those with low addiction, the level of addiction does not affect their intention to continue reading.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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