政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120333

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120333

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政大機構典藏 > 傳播學院 > 傳播學院傳播碩士學位學程 > 學位論文 > Item 140.119/120333

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题名:	以印象管理理論探討線上測驗結果對Facebook分享意圖之影響 The Impact of Result of Online Quiz on Facebook Share Intention from Impression Management Perspective
作者:	林亞駿 Lin, Ya-Jiunn
贡献者:	張卿卿林亞駿 Lin, Ya-Jiunn
关键词:	線上測驗印象管理分享意圖 Facebook分享品牌顯著度
日期:	2018
上传时间:	2018-10-01 12:23:06 (UTC+8)
摘要:	長期以來，一直可以觀察到使用者在 Facebook 上參與線上測驗並分享線上測驗結果，各式各樣的線上測驗，引起了使用者的興趣並與之創造互動，讓人們願意自主分享，並在社群網站上創造了風潮。即便在近年來 Facebook 對演算法的多次調整後，仍然可以觀察到使用者分享線上測驗的現象，本研究認為線上測驗因此可以作為品牌原生社群行銷的媒介，因此欲探討線上測驗結果如何影響使用者之分享意圖。本研究從Goffman（1959）之印象管理理論切入，將使用者分享線上測驗結果視為印象管理之過程，並討論線上測驗結果中的「達成自我形象目標可能性」，是否影響使用者對線上測驗的態度，進而影響對線上測驗結果的分享意圖；同時本研究也檢視測驗結果中「品牌顯著度」是否會影響線上測驗結果中，達成自我形象目標可能性與線上測驗態度及分享意圖之關係，以利品牌製作原生線上測驗時的參考。本研究採取三因子組間實驗設計（達成自我形象目標可能性高／低、品牌顯著度高／低、特質分析測驗／預測型測驗）進行實驗。研究結果指出，當使用者認為線上測驗結果達成自我形象目標的可能性較高時，對於線上測驗會有較好的態度，並正向影響其分享意圖；線上測驗中的品牌顯著度高低對此一關係有調節的效果。本研究根據研究結果進行討論，並提出未來研究之建議。
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描述:	碩士國立政治大學傳播學院傳播碩士學位學程 105464024
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0105464024
数据类型:	thesis
DOI:	10.6814/THE.NCCU.COMM.032.2018.F05
显示于类别:	[傳播學院傳播碩士學位學程] 學位論文

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