Instagram限時動態使用與心理影響研究

Decoding the Popularity of Instagram Stories: Examining the Antecedents and Consequences of Engagement with Instagram Stories

盧佳岱(Lu Jia-Dai)

指導教授 ： 林芝璇

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2020年)

https://doi.org/10.6814/NCCU202000348

摘要

本研究以Instagram限時動態功能為主要的研究對象，以使用與滿足理論探討千禧世代使用Instagram限時動態的動機、參與度、情緒與心理影響的關係。首先透過線上問卷蒐集Instagram限時動態使用者動機，並蒐集296份Instagram限時動態用戶的網路問卷調查。
透過探索性因素分析，本研究發現，Intagram限時動態使用動機為：探索性、尋求認同性、感知功能性、娛樂性、分享性、互動性、新穎性及監測性。此外，多元線性迴歸分析顯示，Instagram限時動態使用動機能夠顯著預測用戶參與度。研究更發現，使用Instagram限時動態產生較多的正面情緒。透過中介分析，投入Instagram限時動態的程度透過情緒反應更能顯著預測用戶對於Instagram限時動態的依賴性；然而，負面情緒對於參與度與依賴性的關係的中介效果較強烈。本研究可為Instagram研究以及媒體心理學提供重要之參考。

關鍵字

社群媒體 ； Instagram ； 限時動態 ； 使用與滿足理論 ； 參與度 ； 情緒與心理影響

並列摘要

Considering the popularity of Instagram Stories among young adults, this research examines why and how Millennials consume, contribute, and create content on Instagram Stories and how their engagement levels are related to emotions and social media dependency. First, a pretest was conducted to generate a list of motivation items for understanding the drivers behind Instagram Stories usage. Second, a sample of 296 U.S. Millennials was surveyed to investigate users’ motivations for using Instagram Stories as well as how the different uses influence psychological outcomes. The findings suggest that eight types of motivations emerged from the data: exploration, recognition seeking, perceived functionality, entertainment, social sharing, interaction, novelty, and surveillance. Specifically, entertainment and perceived functionality are related to consumption of Instagram Stories, social sharing and interaction are associated with both contribution and creation on it, and recognition seeking and novelty are linked to Instagram Stories creation. Besides, the results also reveal that the positive relationship between engagement and social media dependency is mediated by both positive and negative emotions. Even though positive emotions are found to be more prevalent during Instagram Stories use than negative emotions, the relationship between negative emotions and social media dependency is found to be stronger than that between positive emotions and social media dependency. Implications and limitations of this research are discussed.

並列關鍵字

communication technology, Instagram Stories, uses and gratifications ； Instagram Stories ； Uses and Gratifications ； engagement ； emotions ； social media dependency

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