- 學位論文
以移動網絡音頻平臺的使用探討聲音特徵對使用偏好的影響
The Effect of Vocal Characteristics on the Preference of Mobile Audio-Sharing Platforms
摘要
對網絡音頻共用平臺而言，聽覺感受是其用戶體驗的關鍵部分。而「聲音特徵」、「內容主題」、「收聽時段」是影響聽覺感受主要品質的三個關鍵要素。本研究考察了在聽音頻節目或播客時，聽覺感受中的雙歷程機制，並探討了三個關鍵因素如何對客戶的偏好產生影響。 在雙模式訊息處理模型的框架下，研究者假設聽覺文本的內容主題代表一條中心路線，對具有高度注意力（意味著集中和專注）的用戶產生更大的影響。相比之下，播音員的聲音特徵代表著外圍路線，對注意力低下（意味著分心和自我損耗）的用戶影響更大。本研究採取三因素實驗設計，以測試在不同時段下，內容主題和播音員的聲音特徵對用戶偏好的影響。結果表明，聲音特徵和內容主題，聲音特徵和收聽時段，內容主題和收聽時段，在形塑用戶對音頻節目或播客的偏好上都具有顯著的交互作用。此外，研究還發現自然的聲音特徵和韻律在深夜時段具有優勢。 這項研究將雙歷程理論擴展應用到了手機用戶與在線音頻節目之間的互動中。對於音頻行業的從業者，本研究的結果顯示，應當在移動網絡音頻共用平臺上重視自然式的人聲表達，並且注意節目的收聽時段對聽衆偏好的影響。
並列摘要
Auditory sensation is an essential part of online audio-sharing platforms’ user experience and ‘vocal characteristics’, ‘text topic’ & ‘time slot’ are the three key factors to account for the basic qualities of auditory sensations. This study examines the dual processing mechanism in sensation relevant to hearing audio programs or podcasts, and explores how the three key factors generate an impact toward the customers’ preferences. With the framework of dual modes of information-processing models, we hypothesized that the topic of hearing text would be a central route with a greater impact on customers with high-level attention(means focalization and concentration). By contrast, the vocal characteristics of the announcer was expected to represent a peripheral route with a greater impact on customers with low-level attention(means distraction and ego depletion). A three-way factorial experiment was designed to test the effects of text topic and vocal characteristics of announcers in different time slots on the customer’s preferences. The results showed significant interaction effect for vocal characteristics and text topic, vocal characteristics and time slot, also text topic and time slot on building customer’s preferences for audio programs or podcasts. Besides, the ascendency of slot on the late-night and vocal characteristics with natural prosody was found. This study contributes to dual processing theory by extending it to the interaction between customers and online audio programs. For practitioners, the study provides insights into the effects of natural vocal presentation and time slot on the customer’s preferences through a mobile audio-sharing platform.
參考文獻
延伸閱讀
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