本研究使用SPSS 21.0與AMOS 21.0進行研究分析，研究結果發現，娛樂性、資訊性與互動性對於表情符號投票參與者的態度有正向並且顯著的影響，干擾性則產生負向並且顯著的影響，同時，表情符號投票參與者對表情符號投票活動的態度將會影響參與者的參與意願。 ;With the development of the Internet and the widespread of smart devices, the social media rise. Facebook is the largest social platform around the world, and it introduced five emojis on February 24, 2016. Its purpose is to use a variety of emojis, so that users can pass through different expressions to express their feelings on Facebook post. Smart social media managers have developed them to new interaction’s style. This way produces good benefits by choosing different emojis as the participation tools of emojis voting activities on the topic with fans.
Today, although the discussion of social media-related literature is a lot, but because Facebook’s emojis is a new feature from last year, the literature of emojis voting activities on social media is very few. Therefore, in this study, the uses and gratifications theory (U&G) provides a theoretical grounding and an avenue to further understand emojis voter’s attitude and intention of participating the emojis voting activities on social network sites. And this study of the objects are the people who had involved in Facebook emojis voting activities.
This study is analyzed through SPSS 21.0 and AMOS 21.0, and results showed that entertainment, informativeness, and interactivity have a positive and significant impact on voter’s attitude of participating the emojis voting activities. But irritation has a negative impact. At the same time, the attitude of the participants to vote will affect the participants′ intention to participate the emojis voting activities.
