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    Title: 社交焦慮、自我呈現策略對訊息心情回應使用態度及行為意圖的影響
    The Impact of Social Anxiety and Self-Presentation Strategies on Message Reactions Attitudes Toward Using and Usage Intention
    Authors: 蘇品潔
    Su, Ping-Chieh
    Contributors: 陳聖智
    Chen, Sheng-Chih
    蘇品潔
    Su, Ping-Chieh
    Keywords: 社交焦慮
    自我呈現策略
    訊息心情回應
    科技接受模型
    社群媒體
    LINE
    Social Anxiety
    Self-Presentation Strategy
    Message Reactions
    TAM
    Social Media
    LINE
    Date: 2024
    Issue Date: 2024-09-04 15:05:04 (UTC+8)
    Abstract: 隨著網際網路和智慧型手機的普及,線上互動已成為現代社交的重要方式,為了彌補文字訊息缺乏非語言訊息(如面部表情、肢體語言)的局限,數位溝通工具逐步發展出表情符號、貼圖等功能,並在近年來新增了訊息心情回應功能(Message Reactions)。這些工具在增加數位溝通豐富性的同時,也帶來了潛在的社交焦慮因素。基於此背景,本研究旨在探討社交焦慮如何影響個人的自我呈現策略,以及這些策略對社群媒體上使用訊息心情回應功能的態度和行為意圖的影響。
    本研究選擇了台灣最廣泛使用的社群媒體「LINE」作為研究平台,並採用問卷調查法,最終收集到1100份問卷,其中篩選出949份有效樣本進行分析。研究結果顯示,社交焦慮與自我呈現策略中的示弱性策略存在顯著正相關;社交焦慮中的互動焦慮與示弱性策略亦顯著正相關,而自我評價焦慮則與模範性策略呈正相關。此外,研究結果還顯示,迎合性策略、炫耀性策略及模範性策略對於訊息心情回應功能的使用態度均具有顯著正向影響。
    本研究基於社交焦慮與自我呈現策略的關聯性,探討了它們對LINE訊息心情回應功能使用態度及行為意圖的影響。研究以台灣使用者為對象,延伸過去對於表情符號及相關功能的心理影響研究,深入了解使用者在社群媒體上使用訊息心情回應功能時的行為與心理因素之間的關聯。這些發現有助於社群媒體開發者在設計功能時考慮使用者的心理因素,從而減少潛在的負面影響,提升使用者的溝通體驗,進一步為未來相關領域的研究提供參考依據。
    The Internet and smartphones have become indispensable tools for contemporary social interaction. The absence of non-verbal cues (e.g., facial expressions and body language) in text messages has prompted the development of digital communication tools that incorporate features such as emoticons and stickers. More recently, the advent of Message Reactions has further expanded the capabilities of these tools. While these features enhance digital communication, they may also elevate the risk of social anxiety. In light of these considerations, this study sought to investigate how social anxiety influences individuals' self-presentation strategies and the impact of these strategies on attitudes and behavioral intentions regarding the use of the Message Reactions function on social media.

    This study selected LINE, the most prevalent social media platform in Taiwan, as its research platform and employed a questionnaire survey methodology. A total of 1,100 questionnaires were collected, of which 949 were deemed valid and analyzed. The findings indicated a significant positive correlation between social anxiety and the weakness-showing strategy among self-presentation strategies. Furthermore, interaction anxiety, a component of social anxiety, was found to be significantly positively correlated with the weakness-showing strategy, while self-evaluation anxiety demonstrated a positive correlation with the modeling strategy. Additionally, the findings revealed that pandering, showing off, and modeling strategies were significantly positively correlated with attitudes toward the use of the Message Reactions function.

    This study examined the relationship between social anxiety and self-presentation strategies and their impact on attitudes and behavioral intentions regarding the use of the LINE Message Reactions function. Focusing on Taiwanese users, this research extends previous studies on the psychological effects of emoticons and related functions, offering a deeper understanding of the relationship between user behavior and psychological factors when using the Message Reactions function on social media. These findings provide valuable insights for social media developers seeking to design features that consider users' psychological factors, thereby minimizing potential negative effects and enhancing the communication experience. Furthermore, these findings serve as a reference for future research in related fields.
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    傳播學院傳播碩士學位學程
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