| 摘要: | 透過文獻探討的結果，本研究一共選擇了「科技接受模型、感知快樂、社會認同」三大方向，篩選出六個變數「認知易用性、認知有用性、感知快樂、認知性社會認同、感情性社會認同、評價性社會認同」來探討對於使用Instagram的使用者態度影響，再經過良好的信效度分析後，本研究得出並根據以上變數進行迴歸分析，最終得出「認知有用性、感知快樂、評價性社會認同」對於Instagram使用使用者態度來說是有正向影響。 根據迴歸分析結果，本研究得知，Instagram 因為互動機制、操作容易，因而容易吸引用戶使用，並且因為用戶數較多，自然會吸引用戶主動創造內容，並讓其他用戶感知到快樂，因為不同用戶對於創新接受程度也不同，因此在社群上的意見領袖也會產生評價性社會認同，這些都對於提升使用使用者態度有顯著影響。 至於其他因素之所以不顯著，本研究認為這可歸因於 Instagram 的策略不同，並非其機制可達成之目的，最後還是須以平台經營策略為主並同步觀察競爭對手動態並快速回應，才能確保用戶不會流失且能滿足使用之目的。
Through the results of the literature discussion, this study selects three significant directions: “technology acceptance model, perceived happiness, and social identity”. Six variables, “cognitive ease of use, cognitive usefulness, perceived happiness, cognitive social identity, emotional, social identity, and evaluative social identity”, were selected to explore the impact on the attitudes of users who use Instagram. Subsequently, after a good reliability and validity analysis, this study concluded and performed a regression analysis based on the above variables. Ultimately, it was concluded that “cognitive usefulness, perceived happiness, and evaluative social identity” positively impacted the attitudes of Instagram users. Based on the regression analysis results, this study learned that Instagram is easy to attract users because of its interactive mechanism and easy operation. Furthermore, because the number of users is large, it will naturally attract users to create content and actively make other users feel delighted. Moreover, different users are receptive to innovation differently. As a result, opinion leaders in the community also generate evaluative social recognition, which significantly impacts user attitudes. As for the other factors that are not significant, this study believes that this can be attributed to the different strategies of Instagram rather than the purpose of its mechanism. Finally, it is necessary to focus on the platform operation strategy, observe the dynamics of competitors simultaneously, and respond quickly to ensure that users will not lose and can meet the purpose of use. |
