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

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劉瑞啟(Rui-qi Liu) 查詢紙本館藏

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論文名稱

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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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 沉迷
★ 沉浸經驗
★ 持續閱讀
★ 網路文學

關鍵字(英)

★ addiction
★ Internet literature
★ flow experience
★ continuance

論文目次

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 viii
1 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
2 文獻探討 4
2.1 網路文學 4
2.1.1 網路文學的定義 4
2.1.2 台灣網路文學的興起 8
2.1.3 網路文學的特色 9
2.2 滿意度 12
2.2.1 便利性 13
2.2.2 互動性 13
2.2.3 愉悅性 14
2.3 沉浸經驗 15
2.3.1 沉浸經驗的定義 15
2.3.2 沉浸經驗的特徵 17
2.3.3 沉浸的理論模式 18
2.3.4 沉浸經驗的測量 22
2.4 沉迷程度 23
2.4.1 網路成癮的定義 23
2.4.2 網路成癮的界定標準 25
2.4.3 網路成癮與網路文學作品沉迷 26
3 研究方法 28
3.1 研究架構與假說 28
3.1.1 網路文學作品的「滿意度」 29
3.1.2 網路文學作品的「沉浸經驗」 29
3.1.3 網路文學作品的「持續閱讀意圖」 30
3.2 變數定義與衡量 30
3.2.1 閱讀網路文學作品的「滿意度」 31
3.2.2 沉迷程度 34
3.2.3 沉浸經驗 35
3.2.4 網路文學作品的「持續閱讀意圖」 36
3.3 問卷設計 36
3.4 研究範圍與抽樣設計 36
3.5 資料分析方法與工具 37
4 資料分析 38
4.1 樣本基本資料分析 38
4.2 問卷量表之信度與效度檢驗 40
4.2.1 信度分析 41
4.2.2 收斂效度與區別效度 41
4.3 假說檢定 44
4.4 探討中介效果 47
4.5 不同沉迷程度下之假說檢定 48
4.5.1 模型一：低沉迷程度之讀者 49
4.5.2 模型二：高沉迷程度之讀者 51
4.6 小結 53
5 結論與建議 54
5.1 研究結果與討論 54
5.1.1 滿意度與持續閱讀意圖 54
5.1.2 滿意度與沉浸經驗 54
5.1.3 滿意度與沉迷程度 55
5.1.4 沉浸經驗與持續閱讀意圖 55
5.1.5 沉迷程度與持續閱讀意圖 55
5.2 學術意涵 56
5.3 管理意涵 57
5.4 研究限制與未來建議 58
5.4.1 樣本的限制 58
5.4.2 問卷設計的部分 59
5.4.3 沉浸經驗的部分 59
5.4.4 橫斷面研究的限制 59
5.4.5 其他變數的影響 59
5.4.6 應用到不同類型的網路文學作品上 59
參考文獻 60
附錄一、網路文學作品持續閱讀之調查問卷 68
附錄二、網路問卷畫面 71

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指導教授

范錚強、蘇雅惠
(Cheng-Kiang Farn、Yea-Huey Su)

審核日期

2011-7-7

推文