- 學位論文
你的梗圖，紅了嗎？ 分享網路迷因行為意圖之研究
Does Your Meme Go Viral? Research on The Behavior Intention of Internet Memes Sharing
摘要
網際網路型態轉變，社群媒體蔚為風潮，社群用戶高速的互動串聯也掀起了一波「網路迷因」(Internet Memes)風潮，企業品牌及政府機關單位紛紛相中網路迷因的高分享力特性，進而將網路迷因視為社群行銷的主要策略手段。過去，網路迷因的相關研究皆專注於定義與現象；近年來雖始有學者針對網路迷因的影響力作為研究主題，但鮮少針對分享網路迷因的動機以及其訊息傳遞方式進行探討研究。 本研究為探討社群使用者對網路迷因之分享意圖，以理性行為理論(Theory of Reasoned Action, TRA)為基礎，檢視社群使用者對不同網路迷因特質的感知，即「幽默性」、「病毒性」與「地獄梗」，是否影響內在因素，如「享樂價值」、「功利價值」、「社會價值」與「道德判斷」以及外在因素─「主觀規範」，並進而透過此內、外在信念影響個人網路迷因分享意圖。本研究透過模擬Facebook情境進行實驗問卷設計，蒐集737位網路閱聽人的問卷填答資料進行分析與驗證。主要研究結果如下：(1)幽默性、地獄梗特質之網路迷因圖文對分享意圖有正、負向影響；(2)幽默性特質之網路迷因對享樂價值、功利價值、社會價值、與主觀規範有正向影響，並進而影響其分享行為意圖；(3)地獄梗特質之網路迷因對享樂價值、功利價值、社會價值、與主觀規範有負向影響，並進而影響其分享行為意圖。本研究的研究結果可作為實務界網路迷因行銷手法之參考，賦予企業品牌及政府組織網路迷因的創作方向，增加其被分享傳遞之績效。在學術上，本實證研究也進一步擴展理性行為理論之應用，並從價值態度與主觀規範等內、外在心理因素解釋民眾分享網路迷因之行為意圖，補足過去研究之不足。
並列摘要
The proliferation of the Internet has given rise to a new form of disseminating information, called Internet Memes. Social media is one of prominent roles in spreading it. With the high-sharing power characteristics of Internet Memes, many companies, brands, and government agencies attempt to build their social media marketing strategies by making an Internet Meme a central way to contact their customers. Previous research on Internet Memes has focused on their definition and phenomena. While some studies started to examine the marketing effectiveness of Internet Memes in recent years, little research focused on the motivation to share Internet Memes and how their messages are transmitted. To further understand the behavior intention of Internet Memes Sharing, this study used the Theory of Reasoned Action (TRA) as a conceptual model. The study aims to examine whether one’s perception of various characteristics of Internet Memes, namely Humor, Virus, Hellish Gags, would affect an individual’s inner and external beliefs, including hedonistic values, utility values, social values, moral judgments, and Subjective norms, which in turn influence individual’s behavior intention of Internet Memes sharing. After conducting an experiment survey and analyzing the data by SEM, the primary findings are: (1) The behavior intention of Internet Memes sharing will be affected by Internet Memes characteristics. (2) The Internet Meme characteristics of Humor positively impact the hedonistic values, utility values, social value, and subjective norms, which in turn influence the behavior intention of sharing. (3) The Internet Meme characteristics of Hellish Gags negatively influence the hedonistic values, utility values, social value, and subjective norms, which in turn influence the behavior intention of sharing. The study contributes to the practical operation of making an Internet Meme as a marketing strategy by understanding which types of characteristics are essential to facilitate readers to share it. Moreover, this empirical study, academically, expands the application of TRA and fills the research gap of understanding why people share Internet Memes from internal and external factors.