醜爆了！LINE「醜貼圖」之使用者經驗與其創作動機探究

LINE「醜貼圖」有別於一般大眾對貼圖的精美印象，且在傳統視覺認知上甚至到達「醜」的地步，也顛覆了大家對「需有基礎才能申請貼圖」的想法。為了瞭解此一特殊現象，本研究通過兩階段之研究過程進行研究：第一階段，先根據科技接受模式執行使用者的使用經驗問卷調查，以量化問卷調查方式，蒐集並分析使用者在使用醜貼圖時的使用意圖；第二階段，參考第一階段分析之數據後，設計半結構式訪談問卷，再對創作者進行深度訪談，蒐集創作者創作醜貼圖理念與其為因應使用者行為意圖的創作想法。研究發現醜貼圖使用族群多年輕、外向、頻繁使用通訊軟體的使用者，使用者受到「社會規範」影響；醜貼圖文字梗的功能實用性及有趣、新奇增進其使用行為；創作者創作醜貼圖動機多為無心插柳柳成蔭，反其道而行的創作素人，其靈感多源自生活經驗或網路社群流行，創作趣味、搞怪醜貼圖；使用者使用醜貼圖創造了使用行為，創作者也收到使用者的行為反應，兩者間有著類似於相輔相成的關係，終而造就了一個特別的貼圖需求。

關鍵字

LINE ；醜貼圖；使用者經驗；科技接受模式（TAM）；創作動機

並列摘要

LINE's ugly e-sticker is different from the commonly pleasing impression of e-stickers and even reaches the point of being considered ＂ugly＂ in traditional visual perception. It has also overturned the idea of ＂needing a skill set to submit e-stickers.＂ To understand this particular phenomenon, this study explored user experience and conducted a questionnaire survey based on the Technology Acceptance Model to collect the data from ugly e-stickers' users. Referencing the data to design interview questionnaires and then interview the creators who create the ugly e-stickers, in order to understand their creative motives, summarizing the relationship between the two to form research findings. The study found that the users of ugly e-sticker are mostly young and online groups, those users are affected by ＂social norms＂; the texts of ugly e-sticker are functional and interesting, novelty which have enhanced their use behavior; The motivation of early ugly e-sticker creations was mostly unintentional, inspired by life experiences and the popularity of the online community.