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研究生(外文):Hoi Ling Cheung
論文名稱(外文):Unlocking the power of motivations on engagement with ephemeral content: Mediated by gratification and moderated by need for closure
指導教授(外文):Kuan-ju Chen
外文關鍵詞:ephemeral contentgratificationneed for closure
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限時動態除了是社群媒體近年來興起的特色及功能之外,最大的特色為其短暫的存在時間。但是,至今卻只有很少關於使用限時動態的動機和其如何影響消費者行為的相關研究。本研究應用了使用與滿足理論去剖析限時動態在影響消費者決策過程的威力。從線上問卷收集的數據裡可以看到,消費者會因為一些動機,如害怕錯過恐懼、信任、即時性、社交壓力,而使用限時動態並藉此取得滿足感。 結果顯示,消費者的滿足度跟對限時動能的投入程度呈正向的顯著關係。另外,在調節消費者動機和投入程度的關係裡,認知需求也扮演了很重要的角色。本研究包括理論上及實務上的涵義。
The ephemeral content – a time-limited feature and function in social media – has been rapidly rising and become the latest marketing and social media buzzword. However, the motives of ephemeral content use and their influences on consumer behavior remain unclear with insufficient academic research. This study applied uses and gratification theory to delve into the power of ephemeral content in consumers’ decision-making process. Data from an online questionnaire (N = 303) demonstrated that consumers used ephemeral content based on the motivations such as fear of missing out, trust, immediacy, and social pressure to obtain gratification. Results also showed that consumers’ gratification positively associated with their engagement with ephemeral content. Most importantly, need for closure played a critical role in moderating the relationship between consumers’ motivations and engagement through gratification. Theoretical and practical implications are discussed.
Table of Contents
Abstract i
List of Tables iv
List of Figures v
1. Introduction 1
2. Literature Review and hypothesis development 5
2.1 Theoretical background: Uses and gratification theory 5
2.2 Users’ fear of missing out as an antecedent of gratification 6
2.3 Users’ trust of ephemeral content as an antecedent of gratification 8
2.4 Immediacy of ephemeral content as an antecedent of gratification 10
2.5 Users’ social pressure of ephemeral content as an antecedent of gratification 13
2.6 Gratification as an antecedent of engagement with ephemeral content 15
2.7 Influence of need for closure 18
3. Method 21
3.1 Sample 21
3.2 Measures 23
4. Data Analysis 28
4.1 Multiple regression 28
4.2 Mediation analysis 29
4.3 Moderation analysis 34
5. Discussion 41
5.1 Theoretical implications 41
5.2 Practical implications 43
5.3 Limitations and conclusion 44
Reference 46
Appendix A. Questionnaire (Chinese Version) 53
Appendix B. Questionnaire (English Version) 56
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