政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/139559

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Title:	社群媒體限時動態對使用者疫情因應行為的影響 The Effects of Social Media Ephemeral Content on Users’ Coping Behavior
Authors:	陳于庭 Chen, Yu-Ting
Contributors:	韓義興 Han, Yi-Hsing 陳于庭 Chen, Yu-Ting
Keywords:	短暫性內容 Instagram限時動態敘事說服效果風險感知第三人效應因應行為 Ephemeral content Instagram Stories Narrative persuasion effects Risk perception Third-person perception Coping behavior
Date:	2021
Issue Date:	2022-04-01 15:05:14 (UTC+8)
Abstract:	研究的注意力一直集中在社群媒體和健康的交叉點上，但人們對社群媒體上的短暫性內容使用如何通過塑造公眾對社會問題的反應來影響使用者線上和線下的參與知之甚少。本研究的目的是利用Instagram限時動態功能，探討疫情流行期間年輕人的 Instagram限時動態使用、風險感知、第三人效應、敘事說服效果和因應行為之間的關係。首先，透過線上問卷蒐集 819 份樣本，以調查用戶的 Instagram 限時動態使用情況以及它如何影響台灣 COVID-19 爆發期間 18 至 35 歲人群的用戶對防疫行為的態度。該調查包括人口統計細節、Instagram限時動態使用情況、敘事說服效果、風險感知、關於疫情期間的第三人效應和因應行為。調查結果強調了政府和公共衛生部門透過“限時動態”功能有效傳播官方訊息來加強其社群媒體運營和政策實施的有益影響。研究更發現，Instagram限時動態參與度和因應行為之間的正向聯繫是由敘事說服效果和第三人效應所調節的。該研究針對往後研究不同平台以及組織如何將其用作疫情大流行中的健康溝通指南提供建議。 Research attention has been focused on the intersection of social media and health, but little is known about how ephemeral content usage on social media would impact users’ engagement both online and in the real world by shaping the public`s response to social issues. The aim of this paper is to explore the relationship between Instagram Stories, risk perception, third-person perception, narrative persuasion effects, and coping behavior among young people by using Instagram Stories features in the time of the pandemic. A sample of 819 participants was surveyed to investigate their Instagram Stories usage as well as how it influences users` attitudes of epidemic prevention behaviors during the COVID-19 outbreak in Taiwan with people aged from 18 to 35 years old. The survey included demographic details; Instagram Stories usage; risk perception; third-person perception, narrative persuasion effect, and coping behavior regarding the pandemic. Findings highlight the useful implications for governments and public health sectors to enhance their social media operations and policy implementation by effectively disseminating official messages through the Stories feature. Moreover, it also shows that the positive link between Instagram Stories engagement and coping behavior is mediated by the narrative persuasion effect and third-person perception. The study provides suggestions for researchers to examine different platforms and on how organizations can use them as a guide to health communication in the pandemic.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 108461004
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108461004
Data Type:	thesis
DOI:	10.6814/NCCU202200375
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

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