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    Title: 以印象管理理論探討線上測驗結果對Facebook分享意圖之影響
    The Impact of Result of Online Quiz on Facebook Share Intention from Impression Management Perspective
    Authors: 林亞駿
    Lin, Ya-Jiunn
    Contributors: 張卿卿
    林亞駿
    Lin, Ya-Jiunn
    Keywords: 線上測驗
    印象管理
    分享意圖
    Facebook分享
    品牌顯著度
    Date: 2018
    Issue Date: 2018-10-01 12:23:06 (UTC+8)
    Abstract: 長期以來,一直可以觀察到使用者在 Facebook 上參與線上測驗並分享線上測驗結果,各式各樣的線上測驗,引起了使用者的興趣並與之創造互動,讓人們願意自主分享,並在社群網站上創造了風潮。即便在近年來 Facebook 對演算法的多次調整後,仍然可以觀察到使用者分享線上測驗的現象,本研究認為線上測驗因此可以作為品牌原生社群行銷的媒介,因此欲探討線上測驗結果如何影響使用者之分享意圖。

    本研究從Goffman(1959)之印象管理理論切入,將使用者分享線上測驗結果視為印象管理之過程,並討論線上測驗結果中的「達成自我形象目標可能性」,是否影響使用者對線上測驗的態度,進而影響對線上測驗結果的分享意圖;同時本研究也檢視測驗結果中「品牌顯著度」是否會影響線上測驗結果中,達成自我形象目標可能性與線上測驗態度及分享意圖之關係,以利品牌製作原生線上測驗時的參考。本研究採取三因子組間實驗設計(達成自我形象目標可能性高/低、品牌顯著度高/低、特質分析測驗/預測型測驗)進行實驗。研究結果指出,當使用者認為線上測驗結果達成自我形象目標的可能性較高時,對於線上測驗會有較好的態度,並正向影響其分享意圖;線上測驗中的品牌顯著度高低對此一關係有調節的效果。本研究根據研究結果進行討論,並提出未來研究之建議。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    105464024
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105464024
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.COMM.032.2018.F05
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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