影片長度與影片訴求對影片上癮程度的影響：以注意力作為中介變數

The Impact of Video Length and Video Appeal on the Video Addiction: Attention as a Mediator

林晉頡(LIN JIN-JIE)

指導教授 ： 張佳榮

國立臺灣師範大學/管理學院/全球經營與策略研究所/碩士(2021年)

https://doi.org/10.6345/NTNU202101540

摘要

此篇論文的研究目的為探討影片長度與影片訴求對影片上癮程度的影響，在本篇研究中共進行了兩個實驗，探討兩種不同長度的影片如何影響年輕消費者對影片的上癮程度，並以注意力作為中介變數，影片訴求作為調節變數。本篇研究的自變數為短影片與長影片；應變數為影片上癮程度。在實驗一中，研究結果證明影片長度會經由注意力進而影響影片上癮程度。在實驗二中，研究結果證明影片訴求會在影片長度與注意力兩個變數中起到調節效果。

關鍵字

影片長度 ； 注意力 ； 影片上癮程度 ； 影片訴求

並列摘要

The aim of this research is to explore how video length and appeal impact video addiction. This research conducted two experiments to investigate how two different video lengths affect young consumers’ video addiction, with attention as a mediator and video appeal as a moderator. Accordingly, the independent variables are short- and long-form videos; the dependent variable is video addiction. In Study 1, the results showed that video length affects video addiction through attention paid to said videos. In Study 2, video appeal showed moderating effects on the relationship between video length and attention paid.

並列關鍵字

video length ； attention ； video addiction ； video appeal

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