線上影音接收、傳散與產製上傳行為探討：多元動機之觀點

Motivation for Online Video Viewing, Sharing, and Posting

10.6195/cjcr.2016.30.03

張卿卿(Chingching Chang)

信號理論 ； 娛樂 ； 傳播調查資料庫 ； 數位影音 ； signaling theory ； entertainment ； Chinese Communication Database ； online video

中華傳播學刊

30期（2016 / 12 / 01）

61 - 107

繁體中文

本文以多元動機的觀點，釐清不同面向線上影音使用行為如何被不同動機所促發。整合動機理論、使用與滿足理論與信號理論，本文針對線上影音相關行為提出一個整合性的動機架構，區分「內在動機」與「外在動機」（包括：功能性與信號性），探索這些不同類型動機促發線上影音接收（觀賞）、傳散（分享）與產製（製作上傳）行為的情形，並以傳播調查資料庫一期三次的兩筆相關資料驗證所提出的理論架構。

This study investigates the factors that motivate the public to view, share, and post online videos. Conclusions derived from analyzing data from the Chinese Communication Database are outlined as follows: Both intrinsic and instrumental extrinsic motives are associated with online video viewing, social interaction motives account for the variance in video sharing, and self-presentation motives significantly explain online video posting behaviors.

1. 侯佩君、杜素豪、廖培珊、洪永泰、章英華(2008)。台灣鄉鎮市區類型之研究：「台灣社會變遷基本調查」第五期計畫之抽樣分層效果分析。調查研究—方法與應用，23，7-32。
   連結：
2. Duggan, M. (2013). Photo and video sharing grow online. Retrieved June 1, 2016, from http://www.pewinternet.org/2013/10/28/photo-andvideo-sharing-grow-online/
3. Lenhart, A., Madden, M., Macgill, A. R., & Smith, A. (2007). Teens and social media. Retrieved June 1, 2016, from http://www.pewinternet.org/files/old-media/Files/Reports/2007/PIP_Teens_Social_Media_Final.pdf.pdf
4. Madden, M. (2009). The audience for online video-sharing sites shoots up. Retrieved June 1, 2016, from http://www.pewinternet.org/2009/07/29/the-audience-for-online-video-sharing-sites-shoots-up/
5. Moore, K. (2011). 71% of online adults now use video- sharing sites. Retrieved June 1, 2016, from http://pewinternet.org/Reports/2011/Video-sharing-sites/Report.aspx
6. Bergkvist, L.,Rossiter, J. R.(2007).The predictive validity of multipleitem versus single-item measures of the same constructs.Journal of Marketing Research,44(2),175-184.
7. Bers, M. U.(Ed.)(2010).New directions for youth development.Hoboken, NJ:Wiley.
8. Bondad-Brown, B. A.,Rice, R. E.,Pearce, K. E.(2012).Influences on TV viewing and online user-shared video use: Demographics, generations, contextual age, media use, motivations, and audience activity.Journal of Broadcasting & Electronic Media,56,471-493.
9. Chang, C.(2015).Self-construal and Facebook activities: Exploring differences in social interaction orientation.Computers in Human Behavior,53,91-101.
10. Churchill, G. A., Jr.(1979).A paradigm for developing better measures of marketing constructs.Journal of Marketing Research,16,64-73.
11. Connelly, B. L.,Certo, S. T.,Ireland, R. D.,Reutzel, C. R.(2011).Signaling theory: A review and assessment.Journal of Management,37,39-67.
12. Courtois, C.,Mechant, P.,De Marez, L.(2012).Communicating creativity on YouTube: What and for whom?.CyberPsychology, Behavior, and Social Networking,15,129-134.
13. Cumming, G.(2009).Inference by eye: Reading the overlap of independent confidence intervals.Statistics in Medicine,28,205-220.
14. Donath, J.(2014).The social machine: Designs for living online.Cambridge, MA:MIT Press.
15. Donath, J.(2007).Signals in social supernets.Journal of Computer-Mediated Communication,13,231-251.
16. Donath, J.,Boyd, D.(2004).Public displays of connection.BT Technology Journal,22(4),71-82.
17. Drolet, A. L.,Morrison, D. G.(2001).Do we really need multiple-item measures in service research?.Journal of Service Research,3,196-204.
18. Dylko, I. B.,Beam, M. A.,Landreville, K. D.,Geidner, N.(2012).Filtering 2008 US presidential election news on YouTube by elites and nonelites: An examination of the democratizing potential of the internet.New Media & Society,14,832-849.
19. Ebersole, S.(2000).Uses and gratifications of the web among students.Journal of Computer-Mediated Communication,6
20. Finn, S.,Gorr, M. B.(1988).Social isolation and social support as correlates of television viewing motivations.Communication Research,15,135-158.
21. Galloway, J. J.(1981).Audience uses and gratifications: An expectancy model.Communication Research,8,435-449.
22. Guadagno, R. E.,Rempala, D. M.,Murphy, S.,Okdie, B. M.(2013).What makes a video go viral? An analysis of emotional contagion and Internet memes.Computers in Human Behavior,29,2312-2319.
23. Hanson, G.,Haridakis, P.(2008).YouTube users watching and sharing the news: A uses and gratifications approach.Journal of Electronic Publishing,11(3)
24. Haridakis, P.,Hanson, G.(2009).Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection.Journal of Broadcasting & Electronic Media,53,317-335.
25. Huberman, B. A.,Romero, D. M.,Wu, F.(2009).Crowdsourcing, attention and productivity.Journal of Information Science,35,758-765.
26. Kahn, M. L.(2013).Understanding motives for user consumption and participation on YouTube: A uses and gratification perspective.12th IADIS International Conference on the WWW/ Internet,Fort Worth, TX:
27. Katz, E.,Blumler, J. G.,Gurevitch, M.(1973).Uses and gratifications research.Public Opinion Quarterly,37,509-523.
28. Lampe, C. A. C.,Ellison, N.,Steinfield, C.(2007).A familiar face(book): Profile elements as signals in an online social network.SIGCHI Conference on Human Factors in Computing Systems,San Jose, CA:
29. Lange, P. G.(2007).Publicly private and privately public: Social networking on YouTube.Journal of Computer-Mediated Communication,13,361-380.
30. Lee, J.,Lee, M.(2011).Factors influencing the intention to watch online video advertising.Cyberpsychology, Behavior, and Social Networking,14,619-624.
31. Lingel, J.,Naaman, M.(2012).You should have been there, man: Live music, DIY content and online communities.New Media & Society,14,332-349.
32. Oh, S.,Syn, S. Y.(2015).Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, YouTube, and Flickr.Journal of the Association for Information Science and Technology,66,2045-2060.
33. Park, N.,Jung, Y.,Lee, K. M.(2011).Intention to upload video content on the internet: The role of social norms and ego-involvement.Computers in Human Behavior,27,1996-2004.
34. Raacke, J.,Bonds-Raacke, J.(2008).MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites.Cyberpsychology & Behavior,11,169-174.
35. Romanov, K.,Nevgi, A.(2007).Do medical students watch video clips in eLearning and do these facilitate learning?.Medical Teacher,29,490-494.
36. Rossiter, J. R.(2002).The C-OAR-SE procedure for scale development in marketing.International Journal of Research in Marketing,19,305-335.
37. Rubin, A. M.(1981).An examination of television viewing motivations.Communication Research - An International Quarterly,8,141-165.
38. Rubin, A. M.(1983).Television uses and gratifications: The interactions of viewing patterns and motivations.Journal of Broadcasting & Electronic Media,27,37-51.
39. Rubin, A. M.,Perse, E. M.,Powell, R. A.(1985).Loneliness, parasocial interaction, and local television news viewing.Human Communication Research,12,155-180.
40. Rubin, A. M.,Rubin, R. B.(1982).Older persons' TV viewing patterns and motivation.Communication Research,9,287-313.
41. Ryan, R. M.,Deci, E. L.(2000).Intrinsic and extrinsic motivations: Classic definitions and new directions.Contemporary Educational Psychology,25,54-67.
42. Shao, G.(2009).Understanding the appeal of user-generated media: A uses and gratification perspective.Internet Research,19,7-25.
43. Smith, M. A.(Ed.),Kollock, P.(Ed.)(1999).Communities in cyberspace.London:Routledge.
44. Smock, A. D.,Ellison, N. B.,Lampe, C.,Wohn, D. Y.(2011).Facebook as a toolkit: A uses and gratification approach to unbundling feature use.Computers in Human Behavior,27,2322-2329.
45. Snickars, P.(Ed.),Vonderau, P.(Ed.)(2009).The YouTube reader.Stockholm, Sweden:National Library of Sweden/Wallflower Press.
46. Spence, M.(1973).Job market signaling.The Quarterly Journal of Economics,87,355-374.
47. Valkenburg, P. M.,Krcmar, M.,Peeters, A. L.,Marseille, N. M.(1999).Developing a scale to assess three styles of television mediation: "Instructive mediation," "restrictive mediation," and "social coviewing".Journal of Broadcasting & Electronic Media,43,52-66.
48. Valkenburg, P. M.,Peter, J.(2008).Adolescents' identity experiments on the internet: Consequences for social competence and self-concept unity.Communication Research,35,208-231.
49. Valkenburg, P. M.,Schouten, A. P.,Peter, J.(2005).Adolescents' identity experiments on the internet.New Media & Society,7,383-402.
50. Waterman, A. S.(1982).Identity development from adolescence to adulthood: An extension of theory and a review of research.Developmental Psychology,18,341-358.
51. Yang, C.,Hsu, Y. C.,Tan, S.(2010).Predicting the determinants of users' intentions for using YouTube to share video: Moderating gender effects.Cyberpsychology, Behavior, and Social Networking,13,141-152.
52. 張卿卿、陶振超、杜素豪(2014)。台灣傳播調查資料庫第一期第三次調查計畫執行報告。台北市:政治大學傳播學院。