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| Title: | Threads 社群平台使用行為：社交互動、感知社會地位、用戶忠誠度與平台依附的形成機制
User Behavior on Threads: The Mechanism Underlying Social Interaction, Perceived Social Status, User Loyalty, and Platform Attachment |
| Authors: | 廖怡淳
Liao, Yi-Chun |
| Contributors: | 陳冠儒
Chen, Kuan-Ju
廖怡淳
Liao, Yi-Chun |
| Keywords: | Threads
自我揭露
感知同質性
使用與滿足
社群地位感
平台忠誠度
心理連結
錯失恐懼
內容真誠性
Threads
self-disclosure
perceived homophily
uses and gratifications
perceived social status
user loyalty
platform attachment
Fear of Missing Out
Authenticity |
| Date: | 2025 |
| Issue Date: | 2025-09-01 15:14:17 (UTC+8) |
| Abstract: | Threads 作為新興的文字型社群媒體，在短時間內迅速吸引用戶關注與參與，展現出有別於傳統視覺導向平台的使用特性。相較於強調影像與短影音的社群平台，Threads 提供以觀點表達為核心的互動空間，使使用者的參與行為與心理歷程隨之產生變化。過去研究多著重於主流社群媒體的互動機制，對於文字為主的社群平台中，使用者的參與動機、社會認知與心理連結歷程則較少著墨，亟需進一步補足。
本研究以 Threads 使用者為對象，探討其互動參與行為如何形塑對平台的忠誠行為與心理依附。研究以自我揭露、感知同質性與社群使用動機三項參與變項作為自變項，檢驗其是否透過中介變項「社群地位感」影響「社群平台忠誠度」與「自我與平台的連結感」兩項結果變項，並納入「錯失恐懼」與「內容真誠性感知」作為調節變項進行探討。實證結果顯示，三項互動參與變項皆能顯著正向預測社群地位感，社群地位感亦顯著提升使用者的忠誠度與心理連結。錯失恐懼與內容真誠性在上述歷程中展現出調節效果， 顯示心理特質在社群互動過程中具有關鍵性的調控功能。
本研究成果有助於釐清使用者在文字型社群平台中的互動歷程與心理建構機制，說明其如何透過社會認知與個人心理特質形成平台歸屬與認同。相較於以影像刺激為主的傳統平台，Threads 更強調文字交流中的情感共鳴與社會認可，提供理解新興平台參與心理之理論與實務基礎。
Threads, as an emerging text-based social media platform, has rapidly attracted user engagement and attention, exhibiting distinct usage characteristics compared to traditional visually oriented platforms. Unlike platforms that emphasize visual content such as images and short videos, Threads centers around opinion-based expression, prompting users to develop different patterns of participation and psychological responses. While existing studies have primarily focused on interaction mechanisms within mainstream social media, research on user motivations, social cognition, and psychological attachment in text-dominant platforms remains relatively scarce and requires further exploration.
This study investigates how user interaction behaviors on Threads shape their behavioral loyalty and psychological attachment to the platform. Three key participation variables—self-disclosure, perceived homophily, and social media usage motivation—are examined as independent variables. The study further explores whether these factors influence two outcome variables, namely platform loyalty and self-platform connection, through the mediating effect of perceived social status. Additionally, two psychological moderators, Fear of Missing Out (FoMO) and perceived content sincerity, are incorporated to assess their regulatory roles within the interaction process. Empirical results reveal that all three participation variables significantly and positively predict perceived social status, which in turn enhances both user loyalty and psychological connection. Furthermore, FoMO and perceived sincerity exhibit significant moderating effects, indicating that individual psychological traits play a critical role in shaping social interactions on the platform.
The findings contribute to a clearer understanding of how users construct social positioning and platform identification through interaction and psychological perception within text-based social environments. Compared to visually stimulating platforms, Threads emphasizes emotional resonance and social recognition through textual exchanges. This study provides an empirical and theoretical foundation for future research on user engagement mechanisms and psychological motivation in emerging social platforms. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363095 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363095 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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