博碩士論文 110423023 詳細資訊




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姓名 葉宜潔(YI-CHIEH YEH)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱
(The Effect of Product Categories and the Number of Videos on the Telepresence and Flow Experience in Watching Short Videos)
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摘要(中) 短影音因其能快速傳遞內容,已成為現代觀眾喜愛的媒介,並逐漸融入人們的生
活。隨著短影音產業的快速發展,眾多短影音平台迅速崛起。然而,多數現有研究集
中於單一產業或產品類型。本研究將探討享樂型和功能型產品作為調節變數時,使用
者臨場感在三個影片內容變數:娛樂性、專業性和互動性之間的變化。此外,本研究
還將探討短影音的長度和數量作為調節變數時,如何影響好奇心、專注和控制對心流
體驗的影響。總而言之,本研究旨在通過多方面分析影片內容與使用者之間的關係,
揭示這一新興趨勢,從而豐富對該領域的學術和實務理解。
摘要(英) Short videos, with their ability to quickly convey content, have become beloved by modern audiences and have formed a trend that is gradually integrating into people′s lives. With the rapid development of the short video industry, numerous short video platforms have quickly emerged. Most existing research, however, has focused on a single industry or type of product. This study will explore the relationship between hedonic and utilitarian products as moderating variables, and the impact on users′ sense of telepresence regarding three video content variables: enjoyment, professionalism, and interactivity. Additionally, this study will examine how the length and number of short videos, as moderating variables, affect the impact of curiosity, concentration, and control on the flow experience. In summary, this study aims to uncover an emerging trend through a comprehensive analysis of the relationship between video content and users, thereby enhancing both academic and practical understanding of the field.
關鍵字(中) ★ 短影音
★ 享樂型產品
★ 功能型產品
★ 臨場感
★ 心流體驗
關鍵字(英) ★ Short videos
★ Hedonic product
★ Utilitarian product
★ Telepresence
★ Flow experience
論文目次 摘要 i
Abstract ii
List of Figures iv
List of Tables iv

1. Introduction 1
2. Literature Review 4
2.1 Short video marketing 4
2.2 Characteristics of short video content and Telepresence 8
2.3 Product Category 11
2.4 Telepresence 13
2.5 Flow Experience 15
2.6 Video number and duration 19
3. Study1 22
3.1 Pretest 22
3.2 Measurement and Procedure 25
3.3 Result 27
3.3.1 Measurement Model 27
3.3.2 Hypothesis Testing 30
3.3.3 Moderator testing 32
3.4 Discussion 32
4. Study2 34
4.1 Measurement and Procedure 34
4.2 Result 36
4.2.1 Measurement Model 36
4.2.2 Hypothesis Testing 39
4.2.3 Moderator testing 40
4.3 Discussion 41
5. General Discussion 43
5.1 Theoretical implications 43
5.2 Managerial implications 45
6. Limitations and Future Research Directions 46
Reference 47
Appendix A 57
Appendix B 60
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指導教授 謝依靜(Yi-Ching Hsieh) 審核日期 2024-6-18
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