探討影響持續使用TikTok意圖之決定因素

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/53228

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53228

Title:	探討影響持續使用TikTok意圖之決定因素 Understanding the determinants of the continuous usage intention of TikTok
Authors:	王子瑄
Contributors:	行銷碩士學位學程碩士班
Keywords:	媒體豐富性心流體驗持續使用 TikTok Media Richness Theory Flow Experience Continuance Intention
Date:	2023
Issue Date:	2024-03-14 13:13:59 (UTC+8)
Abstract:	隨著社群媒體的蓬勃發展，人們均可為自媒體，使得短影音成為現代趨勢。本研究之研究目的為探討 TikTok影片內容品質與創作者特質、真實性、情感依附、心流體驗、知覺信任及持續使用TikTok意圖之間的關係。本研究利用網路及實體問卷進行資料蒐集，最後共計回收有效問卷303份，並利用 SPSS及Smart PLS 4統計方法進行結構方程模式分析及研究假說檢定。研究結果顯示TikTok影片內容特質之媒體豐富性與新穎性分別對於真實性之間的關係並不顯著，但TikTok影片內容品質之媒體豐富性與新穎性分別對於心流體驗則有顯著正向影響。TikTok影片內容及創作者特質所感受到的真實性對情感依附亦有顯著正向影響，進而顯著正向影響 TikTok持續使用意圖。此外，創作者特質之外表吸引力對真實性和心流體驗均無顯著影響，對照之下，其態度同質性對真實性及心流體驗則有顯著正向影響，進而顯著正向影響知覺信任及其爾後的TikTok持續使用意圖。最後，本研究依據結果發現提出實務建議，以供TikTok影片創作者作為參考。 With the vigorous development of social media, individuals have become self-media creators, leading short video content to become a modern trend. The purpose of this study is to explore the relationship between TikTok video content quality and characteristics of creators, authenticity, emotional attachment, flow experience, perceived trust, and intention to continuously use TikTok. Data collection for this study was conducted through online and physical questionnaires, resulting in a total of 303 valid responses. Structural equation modeling analysis and hypothesis testing were performed using SPSS and Smart PLS 4. The findings indicate that the richness and novelty of TikTok video content quality do not significantly relate to authenticity. However, they significantly and positively influence the flow experience. Perceived authenticity from TikTok video content and creator characteristics significantly and positively impact emotional attachment, and subsequently influences the intention to continue using TikTok. Additionally, the physical attractiveness of creators has no significant impact on authenticity and flow experience. Conversely, attitudinal homophily significantly and positively affects authenticity and flow experience, thereby positively influencing perceived trust and subsequent intention to continuously use TikTok. Finally, based on the study's findings, practical recommendations are proposed for TikTok video creators as reference points.
Appears in Collections:	[Master of Science in marketing ] Thesis

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