社群網站中參與表情符號投票活動之意圖研究 -以Facebook為例。

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王袨榕(Syuan-Rong Wang) 查詢紙本館藏

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資訊管理學系

論文名稱

社群網站中參與表情符號投票活動之意圖研究 -以Facebook為例。
(A Study on the Participation Intention of Emojis Voting in Social Network Sites – Taking Facebook as an Example.)

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摘要(中)

隨著網際網路的發展與智慧型裝置普及，帶動社群媒體的興起，Facebook為全球第一大社群平台，於2016年02月24日推出五種表情符號，希望透過多樣的表情符號，讓使用者可以透過不同的表情符號傳遞個人對Facebook貼文的情緒。聰明的社群經營者將其發展為表情符號投票活動，社群使用者透過選擇不同的表情符號當作參與工具，針對某個議題進行投票活動的參與，增加粉絲專頁與粉絲的互動，產生良好的效益。

目前雖然探討社群相關研究相當多，但因為表情符號為去年推出的新功能，社群表情符號投票活動這塊領域研究卻幾乎沒有。因此，本研究將曾經參與過Facebook表情符號投票活動者為研究對象，以使用與滿足理論為觀點，提出「態度」構面下的「娛樂性」、「資訊性」、「干擾性」和「互動性」四個影響構面，進一步探討在社群網站中參與表情符號投票活動之「態度」對於「參與意願」之影響。

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。

摘要(英)

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.

關鍵字(中)

★ 表情符號投票活動
★ 使用與滿足理論
★ 娛樂性
★ 資訊性
★ 干擾性
★ 互動性

關鍵字(英)

★ emojis voting activitie
★ uses and gratifications theory
★ entertainment
★ informativeness
★ interactivity
★ irritation

論文目次

論文摘要 i
Abstract ii
致謝詞 iii
第一章緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 7
1.4 研究流程 8
第二章文獻探討 10
2.1 社群媒體與Facebook表情符號投票活動 10
2.2 使用與滿足理論 16
2.3 態度與參與意圖 19
第三章研究方法 21
3.1 研究架構 21
3.2 研究假說 23
3.3 變數的定義與衡量 25
3.4 研究設計 32
第四章資料分析 34
4.1 前測分析 34
4.2 正式分析 44
4.3 結構方程模型分析 54
第五章結論與建議 62
5.1 研究發現與結論 62
5.2 研究貢獻 66
5.3 研究限制 68
5.4 未來研究發展與建議 70
第六章參考文獻 71
附錄一前測問卷 75
附錄二正式問卷 81

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指導教授

粟四維(Wesley Shu)

審核日期

2017-6-21

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