臺灣博碩士論文加值系統

最近研究人員開始研究相關自拍的行為，由於「自拍」是一個現代人都很熟悉的詞彙，为现代人类行为的一部分。根據大多數相關研究側重於探討上傳自拍行為結果，少數探索上傳自拍特續意圖。為了更好地了解上傳自拍行為，本篇研究側重於上傳自拍行為方面之動機與持續意圖。
本篇研究的目的主要探討在上傳自拍行為與上傳自拍持續意圖之關鍵因素的作用。而我們主要針對台灣中部的幾所學校進行資料蒐集，其參與者共有663位。參與者一定要有上傳自拍的經驗，才有參與本研究抽樣的資格。研究結果顯示，學生的「自主性」對於「上傳自拍行為」無顯著的影響，而對於「上傳自拍特續意圖」卻有正向的影響。而「自我效能」對於「上傳自拍行為」及「上傳自拍特續意圖」皆有正向的影響；「自我相關性」對於「上傳自拍特續意圖」有正向的影響,最後「上傳自拍行為」對於「上傳自拍特續意圖」亦有正向的影響。
本研究透過PLS分析後的結果顯示，「上傳自拍特續意圖」可以被「自主性」、「自我效能」及「自我相關性」解釋44.2%；「上傳自拍行為」可以被「自主性」及「自我效能」解釋25.6%。
本研究提供的實證意義， 首先， 通過社會性網路服務上可以推廣地方，商品，活動，以及思想。其次，本研究調查結果可以幫助APP製造商，社交網絡服務提供商以及製造手機公司, 了解他們現有以及潛在的客戶，例如；針對性別或年齡特定的市場。

Recently, researchers have started examining behavior related to selfie. Since “Selfie” is a word that every people are all very well acquainted with. It becomes a part of human behavior in the present. Since most relevant studies focus on selfie posting behavior outcome, there is a very little exploring selfie posting continuance intention. In order to gain more understanding about selfie posting, this study focus on motivation and continuance intention in aspect of selfie posting behavior.
The primary purpose of this study is to investigate the roles of key factors that affect selfie posting behavior and selfie posting continuance intention. The data of this study was collected from several universities in central part of Taiwan with a total number of 663 participants by paper questionnaire. To be qualified for participating, all of participants must have an experience of selfie posting on SNS. The findings in this study have revealed that perceived autonomy does not have a positive effect on selfie positng behavior, (t=0.052), whereas it has a positive effect on selfie posting continuance intention, (t=4.629, p<0.001); perceived competence has a positive effect on selfie posting behavior and selfie posting continuance intention, (t=7.498, p<0.001) and (t=10.411, p<0.001), respectively; perceived relatedness has a positive effect on selfie posting continuance intention, (t=3.332, p<0.001); selfie posting continuance intention has a positive effect on selfie posting behavior, (t=5.109, p<0.001).
The Partial Least Squares (PLS) analysis revealed that perceived autonomy, perceived relatedness and perceived competence explained a total of 44.2% of variance in selfie posting continuance intention; perceived autonomy and perceived competence explained a total of 25.6% of variance in selfie posting behavior.
Empirical implications that are provided by this study. First, promoting places, goods, activities including idea through selfie sharing on SNS. Second, this finding can help APP makers, social networking service providers as well as mobile phone companies to understand their existing and prospective customers such as by targeting gender or age-specific markets.

CHAPTER ONE 1
INTRODUCTION 1
Problem Statement 2
Definition of Terms 2
CHAPTER TWO 4
LITERATURE REVIEW 4
Selfie Posting Behavior 4
Factors that influence selfie posting behavior 6
Self-Determination Theory 7
Perceived Autonomy 9
Perceived Competence 9
Perceived Relatedness 10
Selfie Posting Continuance Intention 10
CHAPTER THREE 12
METHODOLOGY 12
Population and Samples 12
Participants Demographics 12
Measurement and Instrumentation 13
CHAPTER FOUR 15
DATA ANALYSIS 15
CHAPTER FIVE 19
DISCUSSION 19
Research Discussions 19
Empirical Implications 20
CHAPTER SIX 22
CONCLUSION AND LIMITATIONS 22
Conclusion 22
Study Limitations and Future Researches 22
REFERENCE 24

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