政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141033

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141033

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政大典藏 > College of Commerce > Department of MIS > Theses > Item 140.119/141033

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/141033

Title:	從通訊過程與情境因素探討社群媒體貼圖的分享意願 Adopting the Perspectives of Communication Process and Situational Factors to Discuss Share Intention on Social Media Stickers
Authors:	游惠君 Yu, Hui-Chun
Contributors:	洪為璽 Hung, Wei-Hsi 游惠君 Yu, Hui-Chun
Keywords:	社群媒體貼圖媒體同步理論通訊過程分享意願 social media LINE sticker media synchronicity theory communication process share intention
Date:	2022
Issue Date:	2022-08-01 17:21:44 (UTC+8)
Abstract:	近年來社群媒體快速的成長獲得了許多關注，貼圖是一種能夠同時傳遞文字涵義及情感的媒介，能與使用者的日常生活更具連結性，因此在社群媒體上成為最主流的視覺化數位語言。然而，大部分的研究專注在貼圖的特徵對於購買意願的影響，在分享意願上的研究較少被討論，因此本研究的目的是想探討貼圖資訊在通訊過程中影響通訊成效的重要因素，並了解通訊成效與貼圖分享意願的關係。本研究使用結構方程模型分析，透過 532 位曾經購買過LINE貼圖使用者的調查，來驗證本研究提出的模型和假設。研究結果顯示，匯聚型通訊、對象熟悉度以及貼圖重要性對於貼圖通訊成效是重要的影響因素，而貼圖通訊成效會對貼圖分享意願有正向顯著的影響。本研究的架構實證並延伸了媒體同步理論，上述結果可作為在社群媒體領域中類似研究的參考依據。 The rapid growth of social media has attracted a lot of attention in recent years. Stickers connecting to the user`s daily life are a medium that conveys both meaning and emotion. Therefore, stickers have become the most popular visual language in social media. However, most of the research focus on the influence of sticker features on purchase intention, while the researches on sharing intention are rarely discussed. To fill this research gap, the purpose of this study is to investigate factors that affect communication performance and the relationship between communication performance and user’s share intention. Structural equation modeling(SEM) was used to test the hypotheses proposed in this study. We collected data from 532 participants purchasing LINE stickers users. The results show that the communication process aiming of convergence, partner familiarity and sticker importance are important factors for the effectiveness of communication performance. We also found that communication performance significantly affects share intention. Model developed in this study was extended from Media Synchronicity Theory, and it was tested and examined. Our findings can provide reference for the application of social media.
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Description:	碩士國立政治大學資訊管理學系 109356015
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109356015
Data Type:	thesis
DOI:	10.6814/NCCU202200955
Appears in Collections:	[Department of MIS] Theses

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