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研究生:林佩潔
研究生(外文):Pei-Chieh Lin
論文名稱:視覺溝通即是未來:探討Instagram之使用研究
論文名稱(外文):Visual Communication is the Future:A Study of uses and gratifications perspective on Instagram
指導教授:王紹蓉王紹蓉引用關係
指導教授(外文):Shao-Jung Wang
學位類別:碩士
校院名稱:國立中山大學
系所名稱:行銷傳播管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:105
中文關鍵詞:自我呈現社交資本InstagramHashtag濾鏡使用與滿足
外文關鍵詞:Self presentationSocial capitalInstagramUses and gratificationFilterHashtag
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不同於以往多以文字作為訊息傳遞的社交網站,主張以圖像及影音呈現、互動的社交平台Instagram,推出後成長率迅速提升,增長幅度超越Facebook,透過濾鏡(Filter)模式,讓使用者自行編修圖像為最大特色,而主題標籤(Hashtag)的使用則豐富個人資訊管理與分享上的需求,吸引用戶使用。

  本研究根據Instagram平台的特質,以及新媒體的使用動機,分為「自我呈現」、「資訊尋求」、「記錄生活」、「社交互動」、「休閒娛樂」、「追求流行」等動機面向,分別探討使用者在「展現自我」、「資訊獲得」、「紀錄回憶」、「社交資本」、「娛樂放鬆」以及「跟上潮流」獲得的使用滿足感,同時並針對Instagram平台最具特色之主題標籤和照片編修功能,進一步探討其可能的影響。

研究結果發現,超過一半以上的使用者天天使用Instagram,其中又以女性居多,年齡多集中在15到24歲,使用動機層面以記錄生活動機對Instagram紀錄回憶的滿足影響最為強烈;另一方面,使用者的追求流行動機對Instagram使用程度上之正向影響最為強烈;而使用程度愈頻繁則愈容易達到展現自我的滿足。此外,主題標籤的使用程度對使用滿足各構面皆有顯著正向影響,其中以跟上潮流的滿足最為明顯;而照片編修(濾鏡的使用)程度卻僅只對跟上潮流的滿足有顯著正向影響。
Unlike the previous social networking sites that have been written as messages, it advocates the Instagram of interactive social platforms with images and video. Its growth rate increased rapidly after its launch, surpassing Facebook. The filter mode allows users to make their own image editing. However, the use of hashtag enriches the need for personal information management and sharing to attract users.

This study is based on the characteristics of Instagram and the use motivation of new media. Divided into Self presentation, Information seeking, Record life, Social interaction, Leisure and entertainment, Pursuit of popularity. To explore the user''s sense of satisfaction in the aspect of Self-expression, Information obtained, Record memories, Social capital, Entertainment Relaxation, Keep up with trends. At the same time for the Instagram platform, the most characteristic hashtag and filter function, further explore the possible impact.

The study found that more than half of the users use Instagram every day. The majority of users are women, aged between 15 and 24. The use of motivation, to record the life motivation of the Instagram record memories is the most powerful impact. On the other hand, Pursuit of popularity motivation has the strongest influence on the Instagram use intensity. The more frequent of use intensity, the more easily to achieve the satisfaction of Self-expression. In addition, the use intensity of hashtag has a significant positive effect on use satisfaction. Among of them, to keep up with the trend is the most obvious satisfaction. The use of the filter is only to keep up with the trends of satisfaction, has a significant positive impact.
目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的及研究問題 4
第二章 文獻探討 6
第一節 圖像分享社群平台─Instagram 6
一、平台介紹 6
二、視覺化傳達─A picture is worth a thousand words 9
三、照片分享的動機與行為 10
四、主題標籤Hashtag 12
第二節 自我呈現 16
一、Goffman戲劇理論 16
二、線上自我呈現 17
第三節 社交資本與社交需求 20
一、黏結型資本與橋接型資本 21
二、維持型資本 21
三、社交資本與網路科技 22
第四節 使用與滿足理論 23
一、使用與滿足理論假設 23
二、使用與滿足理論發展歷程 25
三、使用與滿足之新媒體相關研究 28
第三章 研究方法 36
第一節 研究架構 36
第二節 研究假說 37
一、新媒體使用動機對使用滿足之影響。 37
二、使用動機對Instagram使用程度之影響。 38
三、Instagram使用程度對使用滿足之影響。 39
四、主題標籤的使用程度對使用滿足之影響。 40
五、照片的編修程度對使用滿足之影響。 41
第三節 研究方法與設計 42
一、研究工具 42
二、研究對象與抽樣 43
第四節 操作型定義與測量工具 43
一、使用動機 43
二、Instagram使用程度 44
三、使用滿足 45
四、主題標籤使用程度 46
五、照片編修程度 46
第五節 前測執行與結果 47
一、信度分析 47
二、效度分析 49
第四章、資料分析 53
第一節 敘述性統計分析 53
一、樣本結構 53
二、使用經驗 54
第二節 信效度檢定 57
第三節 路徑分析與假說驗證 63
第五章、結論與建議 69
第一節 研究結果與討論 69
一、使用動機對使用滿足之影響 69
二、Instagram使用程度與使用動機、使用滿足間之關係 71
三、主題標籤使用程度、照片編修程度對使用滿足之影響 74
第二節 研究意涵 76
一、理論意涵 76
二、實務意涵 79
第三節 研究限制與未來建議 80
參考文獻 82
附錄、正式問卷 93
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