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| Title: | 年度回顧的魅力：以懷舊傾向與自我呈現策略分析Spotify Wrapped的年末風潮
The Magic of the Year in Review: Analysis of Spotify Wrapped's year-end Trend with Nostalgia Proneness and Self-presentation Strategies |
| Authors: | 張榕珊
Zhang, Jung-Shan |
| Contributors: | 陳聖智
張榕珊
Zhang, Jung-Shan |
| Keywords: | 年度回顧
懷舊傾向
心理幸福感
自我呈現策略
Spotify Wrapped
Nostalgia Proneness
Happiness
Self-presentation strategies |
| Date: | 2023 |
| Issue Date: | 2023-12-01 10:47:34 (UTC+8) |
| Abstract: | 近年年末，各家音樂串流平台皆推出年末回顧功能，提供給閱聽眾一整年的聆聽相關紀錄，並亦透過聆聽紀錄的分析，推出聆聽人格等引起閱聽眾興趣的內容，並引發社群的轉發和討論風潮，讓閱聽眾能透過展示音樂聆聽內容，與他人互動與共鳴，本研究以首推出的Spotify Wrapped為研究對象。
本研究分為兩階段研究，第一階段為以使用者之懷舊傾向切入，並探討懷舊傾向、心理幸福感與分享意圖之間的關係，第二階段則為針對懷舊傾向與自我呈現策略的不同，對於Spotify Wrapped 分享意圖的影響。並藉由網路問卷調查法，共回收471份有效樣本。經由研究結果顯示，一、懷舊傾向和Spotify Wrapped 分享意圖有正向相關。二、懷舊傾向會透過心理幸福感影響Spotify Wrapped 的分享意圖。三、採用自我導向策略與他人導向策略對於Spotify Wrapped 分享意圖沒有顯著差異，且懷舊傾向對於分享意圖不會因為自我呈現策略而產生影響。推測因年度回顧內容較為中性，且形式為限時動態，使用者降低了自我形象管理的壓力，因此不會因自我呈現策略不同而有分享意圖的差異。
本研究初探了音樂平台年度回顧之風潮，並探討了懷舊傾向、心理幸福感以及自我呈現策略對於Spotify Wrapped分享意圖影響，有助於了解數位音樂媒體使用者，為平台提供了關於年末年度回顧之建議。
In recent years, various music streaming platforms have introduced year-end review features, providing listeners with a comprehensive summary of their listening habits throughout the year. Through the analysis of listening data, these platforms also generate content related to the listener's music personality and other engaging insights, sparking discussions and social sharing within the community. This allows listeners to showcase their music preferences, interact with others, and resonate with fellow music enthusiasts. This study focuses on Spotify Wrapped, the pioneering platform in this trend.
The research consists of two phases. The first phase explores the relationship between users' nostalgia tendencies, psychological well-being, and their intention to share Spotify Wrapped. In the second phase, the impact of different nostalgia tendencies and self-presentation strategies on the intention to share Spotify Wrapped is examined. A total of 471 valid responses were collected through an online survey. The research findings indicate the following: Nostalgia tendencies are positively correlated with the intention to share Spotify Wrapped. Nostalgia tendencies influence the intention to share Spotify Wrapped through psychological well-being. There is no significant difference in the intention to share Spotify Wrapped between those who adopt self-oriented strategies and those who adopt other-oriented strategies. It is speculated that the content of the annual review being relatively neutral and presented in a temporary format has reduced the pressure for self-image management.
This study provides an initial exploration of the trend of year-end music platform reviews and investigates the influence of nostalgia tendencies, psychological well-being, and self-presentation strategies on the intention to share Spotify Wrapped. It contributes to a better understanding of digital music media users and offers recommendations for year-end annual review features on such platforms. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464045 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109464045 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 404501.pdf | | 2627Kb | Adobe PDF | 13 | View/Open |
|
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