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。 ;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.
