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研究生:洪柏良
研究生(外文):HUNG,PO-LIANG
論文名稱:國中生智慧型手機使用者分享影音廣告之研究 —以享樂價值為中介變項
指導教授:牛隆光牛隆光引用關係
指導教授(外文):NIU,LUNG-KUANG
口試委員:陳才陳偉之牛隆光
口試委員(外文):CHEN,TSAICHEN,WEI-CHIHNIU,LUNG-KUANG
口試日期:2017-06-09
學位類別:碩士
校院名稱:佛光大學
系所名稱:傳播學系
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:125
中文關鍵詞:擬社會互動享樂價值購買意願分享意圖社會交換理論
外文關鍵詞:parasocial interactionpleasure valuepurchase intentionsharing intentionsocial exchange theory
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本研究以國中生使用智慧型手機(Smartphone)分享影音廣告的現況為研究動機,並以「社會交換理論」(social exchange theory )的觀點切入,探討一般國中生使用手機分享影音廣告的程度。研究目的旨在探討不同背景國中生的手機使用行為、感官視覺呈現、擬社會互動、享樂價值與購買意願及分享意圖之間的關聯性。研究方法使用量化的問卷調查法,問卷發放的對象包含宜蘭縣溪南、溪北共四所國中七至九年級的學生,總計發出420份的問卷,扣除無效問卷後,共收回402份有效問卷,並以SPSS for Windows 20.0版統計套裝軟體,進行資料整理。統計方法包括使用次數分配、百分比、平均數、相關及迴歸分析等,同時進行各研究變數之間差異性檢定。研究結果顯示:(1)國中生使用智慧型手機瀏覽線上影音廣告其擬社會互動及感官視覺呈現的程度會對享樂價值有顯著的影響。(2)國中生使用智慧型手機瀏覽線上影音廣告其擬社會互動的程度對購買廣告商品意願有顯著的影響。(3)國中生使用智慧型手機瀏覽線上影音廣告其享樂價值程度對分享意圖有顯著的影響。本研究建議學校教師及家長,應該瞭解現今國中生使用手機的狀況,家長不應過早給子女擁有智慧型手機,主管教育的機關應更加重視媒體識讀教育,藉由學校資訊教師的教導,提升國中生媒體識讀能力,並協助如何改善分享影音廣告及網路購物的現象。
This study uses the Smartphone to share the status of audio and video advertising as a research motive and takes the view of "social exchange theory" to explore the extent to which junior high school students use mobile phones to share audio and video advertisements.
The purpose of the study is to explore the relationship between the use of mobile phones in different backgrounds, the appearance of sensory vision, the parasocial interaction, the value of pleasure and the willingness to buy and the intention to share.
This study adopted the questionnaire survey method. The subjects consisted of junior high school students who study in Yi-lan county and 420 questionnaire were sent out. Removing the invalid questionnaire, 402 valid copies were collected. All the data was analyzed by frequency distribution, percentage, means of descriptive statistic, correlation and regresion analysis in SPSS Statistics and the variables were conducted with the test of the significance of difference.
The results show that: (1) the use of smart phones to browse online audio and video advertising about social interaction and sensory visual presentation will have a significant impact on the value of pleasure. (2) the use of smart phones for junior high school students to browse online advertising ads to the extent of its parasocial interaction to buy advertising products have a significant impact. (3) the pleasure value about the use of smart phones for junior high school students to browse online video advertising has a significant impact on the sharing of the intention.
This study suggests that school teachers and parents should understand the current situation of the use of mobile phones about junior high school students. Parents should not let their children own smart phones too early. The institutions in charge of education should pay more attention to media literacy education. By means of the teaching from school information teachers, it can enhance students' media literacy skills and help improve the situation about sharing of audio and video advertising and online shopping.

目錄
摘 要 i
Abstract ii
致謝詞 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究問題 5
第二章 文獻探討 6
第一節 網路廣告 6
第二節 視覺呈現 13
第三節 擬社會互動 16
第四節 享樂價值 22
第五節 購買意願 27
第六節 影音廣告的分享意圖與行為 29
第三章 研究方法 32
第一節 研究設計 32
第二節 研究對象 43
第三節 研究步驟 51
第四節 研究假設 60
第四章 資料分析 63
第一節 獨立t檢定與變異數分析 63
第二節 相關分析 78
第三節 迴歸分析 81
第五章 結論與建議 88
第一節 研究結果 88
第二節 對未來研究及實務上的建議 96
參考文獻 99
附錄—正式問卷 109














圖目錄
圖 3-1 1研究架構圖 33
圖 3-3 1研究步驟圖 53



表目錄
表 1 1 1行動廣告分類 12
表 3-1 1「感官視覺呈現量表」預試問卷之項目分析摘要表 35
表 3-1 2「擬社會互動量表」預試問卷之項目分析摘要表 36
表3-1 3「享樂價值量表」預試問卷之項目分析摘要表 36
表3-1 4「購買意願量表」預試問卷之項目分析摘要表 37
表 3-1 5「分享意圖量表」預試問卷之項目分析摘要表 37
表 3-1 6 Cronbach's α係數可信程度表 38
表 3-1 7預試問卷設計之信度表 39
表 3-1 8預試問卷各變數之因素分析一覽表 39
表3-1 9整體研究樣本分配情形統計表 40
表3-2 1有效問卷回收分佈 43
表3-2 2人口變項次數分配表 44
表3-2 3「感官視覺呈現量表」的平均數及標準差 45
表 3-2 4「擬社會互動量表」的平均數及標準差 45
表 3-2 5「享樂價值量表」的平均數及標準差 46
表 3-2 6「購買意願量表」的平均數及標準差 46
表 3-2 7「分享意圖量表」的平均數及標準差 47
表 3-2 8正式問卷設計之信度表 47
表 3-2 9正式問卷各變數之因素分析一覽表 48
表 3-2 10感官視覺呈現量表各因素之Cronbach's α信度係數 49
表 3-2 11擬社會互動量表各因素之Cronbach's α信度係數 49
表 3-2 12享樂價值量表各因素之Cronbach's α信度係數 49
表3-2 13購買意願量表各因素之Cronbach's α信度係數 49
表 3-2 14分享意圖量表各因素之Cronbach's α信度係數 50
表 3-3 1感官視覺呈現問卷設計表 54
表 3-3 2擬社會互動問卷設計表 55
表 3-3 3享樂價值問卷設計表 56
表 3-3-4購買意願問卷設計表 57
表 3-3 5分享意圖問卷設計表 58
表 4-1 1不同性別與感官視覺呈現的獨立樣本t檢定 64
表 4-1 2不同性別與擬社會互動的獨立樣本t檢定 64
表 4-1 3不同性別與享樂價值的獨立樣本t檢定 64
表 4-1 4不同性別與購買意願的獨立樣本t檢定 65
表4-1 5不同性別與分享意圖的獨立樣本t檢定 65
表 4-1 6不同性別國中生與五個變項的獨立樣本t檢定 65
表 4-1 7不同年級變項與感官視覺呈現的變異數分析 67
表 4-1-8不同年級變項與擬社會互動的變異數分析 67
表4-1 9不同年級變項與享樂價值的變異數分析 67
表4-1-10不同年級變項與購買意願的變異數分析 68
表4-1 11不同年級變項與分享意圖的變異數分析 68
表 4-1-12不同年級的國中生與五個變項的變異數分析 69
表 4-1-13不同平常生活的國中生與感官視覺呈現的變異數分析 70
表 4-1 14不同平常生活的國中生與擬社會互動的變異數分析 70
表4-1-15不同平常生活的國中生與享樂價值的變異數分析 71
表 4-1-16不同平常生活的國中生與購買意願的變異數分析 71
表 4-1-17不同平常生活的國中生與分享意圖的變異數分析 72
表4-1-18不同平常生活的國中生與五個變項的變異數分析 72
表4-1-19不同家長管教態度的國中生與感官視覺呈現的變異數分析 74
表4-1-20不同家長管教態度的國中生與擬社會互動的變異數分析 74
表4-1-21不同家長管教態度的國中生與享樂價值的變異數分析 75
表4-1 22不同家長管教態度的國中生與購買意願的變異數分析 75
表4-1 23不同家長管教態度的國中生與分享意圖的變異數分析 76
表4-1-24不同家長管教態度的國中生與五個變項的變異數分析 76
表4-2-1相關分析係數之強度大小與意義 78
表 4-2 2「感官視覺呈現」與「享樂價值」相關分析之摘要表 78
表4-2-3「擬社會互動」與「享樂價值」 相關分析之摘要表 79
表4-3 1感官視覺呈現對享樂價值之迴歸分析摘要表 81
表 4-3 2擬社會互動對享樂價值之迴歸分析摘要表 82
表4-3 3享樂價值對分享意圖之迴歸分析摘要表 82
表4-3-4享樂價值對購買意願之迴歸分析摘要表 83
表4-3-5感官視覺呈現、擬社會互動與享樂價值對購買意願之迴歸分析摘要表 83
表 4-3 6感官視覺呈現、擬社會互動與享樂價值對分享意圖之迴歸分析摘要表 84
表 4-3 7感官視覺呈現、擬社會互動與享樂價值對購買意願之迴歸分析摘要表 85
表 5-1-1人口變項之研究假設及驗證結果 88
表5-1-2各變項相關性之研究假設及驗證結果 89


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