Language:
English
繁體中文
Help
Login
Back
Switch To:
Labeled
|
MARC Mode
|
ISBD
以UTAUT2探討短影音平台之行為意圖 = = Using the UT...
~
胡景崴
以UTAUT2探討短影音平台之行為意圖 = = Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /
Record Type:
Language materials, printed : Monograph/item
Title/Author:
以UTAUT2探討短影音平台之行為意圖 =/ 胡景崴.
Reminder of title:
Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /
remainder title:
Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms.
Author:
胡景崴
Published:
雲林縣 :國立虎尾科技大學 , : 民113.06.,
Description:
[7], 63面 :圖, 表 ; : 30公分.;
Notes:
指導教授: 吳純慧.
Subject:
Behavioral Intention. -
Online resource:
電子資源
以UTAUT2探討短影音平台之行為意圖 = = Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /
胡景崴
以UTAUT2探討短影音平台之行為意圖 =
Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms.胡景崴. - 初版. - 雲林縣 :國立虎尾科技大學 ,民113.06. - [7], 63面 :圖, 表 ;30公分.
指導教授: 吳純慧.
碩士論文--國立虎尾科技大學資訊管理系碩士班.
含參考書目.
隨著現代社會快節奏的生活步調，人們使用行動裝置的習慣已經改變，加上碎片化時間與資訊爆炸的現象，使人們的注意力停留時間縮短，於是短影音趁著這波熱潮迅速興起，也讓短影音市場競爭白熱化，各大串流平台均推出短影音功能。而這些平台又存在著許多差異，因此本研究以UTAUT2接受模型來探討用戶對各大短影音平台的行為意圖，並針對TikTok、YouTube Shorts與Instagram Reels三個較為主流的平台進行分析比較。本研究架構中影響行為意圖的構面包含績效期望、努力期望、社會影響、促成條件、快樂動機和習慣等六個構面，並受到年齡與性別所調節。本研究以量化研究問卷之調查法來蒐集研究資料，研究目標以使用過短影音平台之用戶為主要探討對象，問卷以網路問卷形式進行發放與回收，總共回收208份問卷，而有效問卷共205份。利用SPSS 29.0與SmartPLS 4.0統計分析軟體進行量化分析，包含敘述性統計分析、信度分析、效度分析、交叉分析與假說驗證。本研究結果顯示：(1)「績效期望」、「努力期望」、「快樂動機」以及「習慣」對「行為意圖」具有顯著的正向影響；以及(2)「社會影響」以及「促成條件」對「行為意圖」沒有顯著的正向影響。.
(平裝)Subjects--Topical Terms:
1045562
Behavioral Intention.
以UTAUT2探討短影音平台之行為意圖 = = Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /
LDR
:04002cam a2200241 i 4500
001
1129724
008
241015s2024 ch ak erm 000 0 chi d
035
$a
(THES)112NYPI0396015
040
$a
NFU
$b
chi
$c
NFU
$e
CCR
041
0 #
$a
chi
$b
chi
$b
eng
084
$a
008.161M
$b
4762 113
$2
ncsclt
100
1
$a
胡景崴
$3
1448782
245
1 0
$a
以UTAUT2探討短影音平台之行為意圖 =
$b
Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms /
$c
胡景崴.
246
1 1
$a
Using the UTAUT2 to Explore the Behavioral Intention of Short Video Platforms.
250
$a
初版.
260
#
$a
雲林縣 :
$b
國立虎尾科技大學 ,
$c
民113.06.
300
$a
[7], 63面 :
$b
圖, 表 ;
$c
30公分.
500
$a
指導教授: 吳純慧.
500
$a
學年度: 112.
502
$a
碩士論文--國立虎尾科技大學資訊管理系碩士班.
504
$a
含參考書目.
520
3
$a
隨著現代社會快節奏的生活步調，人們使用行動裝置的習慣已經改變，加上碎片化時間與資訊爆炸的現象，使人們的注意力停留時間縮短，於是短影音趁著這波熱潮迅速興起，也讓短影音市場競爭白熱化，各大串流平台均推出短影音功能。而這些平台又存在著許多差異，因此本研究以UTAUT2接受模型來探討用戶對各大短影音平台的行為意圖，並針對TikTok、YouTube Shorts與Instagram Reels三個較為主流的平台進行分析比較。本研究架構中影響行為意圖的構面包含績效期望、努力期望、社會影響、促成條件、快樂動機和習慣等六個構面，並受到年齡與性別所調節。本研究以量化研究問卷之調查法來蒐集研究資料，研究目標以使用過短影音平台之用戶為主要探討對象，問卷以網路問卷形式進行發放與回收，總共回收208份問卷，而有效問卷共205份。利用SPSS 29.0與SmartPLS 4.0統計分析軟體進行量化分析，包含敘述性統計分析、信度分析、效度分析、交叉分析與假說驗證。本研究結果顯示：(1)「績效期望」、「努力期望」、「快樂動機」以及「習慣」對「行為意圖」具有顯著的正向影響；以及(2)「社會影響」以及「促成條件」對「行為意圖」沒有顯著的正向影響。.
520
3
$a
With the fast-paced rhythm of modern society, people's habits of using mobile devices have changed. The phenomenon of fragmented time and information explosion has shortened people's attention spans. As a result, short video content has quickly risen in popularity during this wave, leading to intense competition in the short video market. Major streaming platforms have all launched short video features, but these platforms exhibit many differences. Therefore, this study uses the UTAUT2 acceptance model to explore users' behavioral intentions towards various short video platforms, focusing on a comparative analysis of three mainstream platforms: TikTok, YouTube Shorts, and Instagram Reels. The structure of this research includes six constructs that influence behavioral intention: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation and habit, moderated by age and gender. This study collected data through a quantitative research survey, targeting the younger Generation Z demographic. The survey was distributed and collected online, yielding a total of 208 responses, with 205 valid questionnaires. Quantitative analysis was conducted using SPSS 29.0 and SmartPLS 4.0 statistical software, including descriptive statistical analysis, reliability and validity analysis, cross-analysis, and hypothesis testing. The results of this study show that have significant positive impacts on behavioral intention, including performance expectancy, effort expectancy, hedonic motivation and habit. On the other hand, both of social influence and facilitating conditions have no significant positive impacts on behavioral intention..
563
$a
(平裝)
650
# 4
$a
Behavioral Intention.
$3
1045562
650
# 4
$a
Hedonic Motivation.
$3
1451555
650
# 4
$a
Performance Expectancy.
$3
1451554
650
# 4
$a
UTAUT2.
$3
1451553
650
# 4
$a
Short Video Platform.
$3
1451552
650
# 4
$a
行為意圖.
$3
995344
650
# 4
$a
快樂動機.
$3
1451551
650
# 4
$a
績效期望.
$3
1451550
650
# 4
$a
延伸整合性科技接受模式.
$3
1451549
650
# 4
$a
短影音平台.
$3
1451548
856
7 #
$u
https://handle.ncl.edu.tw/11296/8dy7xh
$z
電子資源
$2
http
based on 0 review(s)
ALL
圖書館B1F 博碩士論文專區
Items
1 records • Pages 1 •
1
Inventory Number
Location Name
Item Class
Material type
Call number
Usage Class
Loan Status
No. of reservations
Opac note
Attachments
T013255
圖書館B1F 博碩士論文專區
不流通(NON_CIR)
碩士論文(TM)
TM 008.161M 4762 113
一般使用(Normal)
On shelf
0
1 records • Pages 1 •
1
Multimedia
Reviews
Add a review
and share your thoughts with other readers
Export
pickup library
Processing
...
Change password
Login