社群行為對「第二螢幕」使用行為之影響

The Influence of Social Behavior on the User Behavior of "Second Screen"

10.6144/JIC.2014.0402.04

周榮賢(Jung-Hsien Chou)；梁朝棟(Chao-Tung Liang)

社群行為 ； 使用行為 ； 第二螢幕 ； Social behavior ； User behavior ； Second screen

資訊傳播研究

4卷2期（2014 / 04 / 01）

61 - 82

繁體中文

近年來社群媒體崛起和智慧型行動裝置的普及，行動通訊裝置對於人們生活的重要性與日俱增。因此，本研究欲針對此一趨勢，探討社群行為與「第二螢幕」使用行為之間的關係與相互影響。本研究採問卷調查法，有效回收樣本數為298份，回收率為95%。研究結果顯示，社群行為包括：資訊互動、行動社群、社群交流；而第二螢幕使用行為則區分為：分離、引導、一致。本研究發現，當社群行為對「第二螢幕」的使用行為產生影響時，資訊互動對一致的影響最鉅，行動社群亦顯著影響一致，而社群交流對引導的影響則最為顯著。由此可知，會使用社群網站取得主螢幕資訊的使用者，應當也樂於利用第二螢幕與主螢幕互動。因此，本文推測以行動裝置為主要社群行為的使用者，也是願意使用第二螢幕與主螢幕互動。而社群交流行為，會讓使用者於觀看主螢幕之際，善用第二螢幕查詢相關資訊。綜上所述，主螢幕若能有與第二螢幕連結之內容，對於有社群行為之使用者而言，必將願意與內容產生更多的互動，進而與使用者拉近距離，藉此提升使用者經驗。

With the popularity of smart mobile devices within the social-media trend over recent years, mobile communication devices not only facilitate people's information access but also accustom many to ”second screen” use. Hence, this study aims to analyze the relationship between social behavior and the user behavior of ”second screen.” This survey collected 298 valid questionnaires with 95% response rate. According to the analysis, social behaviors consisted of three factors, namely information interaction, mobile community, and community exchange, whereas the user behavior of ”second screen” was categorized into three factors, namely detachment, direction, and unity. The results showed that both information interaction and mobile community in social behavior predicted the unity of user behavior. The community exchange in social behavior predicted the direction of user behavior. These imply that the users who acquired main-screen information from social network sites tend to interact with main screen via their second screen. Consequently, we infer that the users who adopt mobile devices for their main social behavior channel should also be willing to interact with the main screen via their second screens. The results also showed that community exchange behavior would lead users to searching for information via their second screens during main-screen browsing. As a result, if the content of main screen and second screen are linked, social behavior users would be willing to increase their interaction with the content.

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