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題名:社群行為對「第二螢幕」使用行為之影響
書刊名:資訊傳播研究
作者:周榮賢梁朝棟
作者(外文):Chou, Jung-hsienLiang, Chao-tung
出版日期:2014
卷期:4:2
頁次:頁61-82
主題關鍵詞:社群行為使用行為第二螢幕Social behaviorUser behaviorSecond screen
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:13
  • 點閱點閱:13
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.
期刊論文
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2.Kari, J.、Savolainen, R.(2007)。Relationships between information seeking and context: A qualitative study of Internet searching and the goals of personal development。Library & Information Science Research,29(1),47-69。  new window
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6.Krishnamurthy, S.、Dou, W.(2008)。Advertising with user-generated content: A framework and research agenda。Journal of Interactive Advertising,8(2),1-4。  new window
7.Rothaermel, F. T.、Sugiyama, S.(2001)。Virtual Internet communities and commercial success: Individual and community-level theory grounded in atypical case of timezome.com。Journal of Management,27,297-312。  new window
8.Lechner, U.、Hummel, J.(2002)。Business models and system architecture of virtual communities: From a sociological phenomenon to peer to peer architecture。International Journal of Electronic Commerce,6(3),41-53。  new window
9.Shao, G.(2009)。Understanding the appeal of user-generated media: A use and gratification perspective。Internet Research,19(1),7-25。  new window
10.Drury, G.(2008)。Social media: Should marketers engage and how can it be done effectively?。Journal of Direct, Data & Digital Marketing Practice,9(3),274-277。  new window
11.García, Isabel、Giuliani, Fernando、Wiesenfeld, Esther(1999)。Community and Sense of Community: The Case of an Urban Barrio in Caracas。Journal of Community Psychology,27(6),727-740。  new window
12.Kaplan, A. M.、Haenlein, M.(2010)。Users of the world, unite: The challenge and opportunities of social media。Business Horizons,53(1),59-68。  new window
13.Romm, Celia、Pliskin, Nava、Clarke, Rodney(1997)。Virtual Communities and Society: Toward an Integrative Three Phase Model。International Journal of Information Management,17(4),261-270。  new window
14.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal,6(1),1-55。  new window
會議論文
1.Aschmoneit, P.、Zimmermann, H. D.(2002)。Elements of a mobile community business model。Information Resources Management Association International Conference。Seattle, WA。  new window
2.Rieh, S. Y.(2003)。Investigating web searching behavior in home environments。66th ASIST annual meeting。Medford, NJ:Information Today Press。255-264。  new window
圖書
1.Sharp, Helen、Preece, Jenny、Rogers, Yvonne(2007)。Interaction design: beyond human-computer interaction。John Wiley & Sons, Inc.。  new window
2.Winograd, T.、Flores, F.(1986)。Understanding Computers and Cognition: A New Foundation for Design。Norwood, NJ:Ablex。  new window
3.Hagel, John III、Armstrong, Arthur G.(1997)。Net Gain: Expanding Markets Through Virtual Communities。Harvard Business School Press。  new window
4.Rheingold, H.(1993)。The Virtual Community: Finding Connection in a Computerized World。Addison-Wesley Longman Publishing Co., Inc。  new window
其他
1.陳怡如(2013)。第二螢幕現身--客廳大戰一觸即發,http://www.bnext.com.tw/Article/view/cid/103/id/26355, 2013/03/12。  延伸查詢new window
2.資策會(2012)。2012年臺灣民眾行動與無線上網現況,http://www.find.org.tw/find/home.aspx?page=many&id=335, 2013/03/12。  延伸查詢new window
3.鄭緯筌(2013)。Gartner:第二螢幕使用者將帶動社群電視活動,http://www.bnext.com.tw/article/view/tag/Gartner/id/27145, 2013/04/11。  延伸查詢new window
4.CTIMS(2012)。Second screen是互動電視的殺手應用?,http://www.hope.com.tw/DispCols-tw.asp?0=HJW7D82ER5YSAAZW2L&F=Second-Screen, 2013/04/11。  new window
5.(2013)。1 in 5 second-screeners shop for products seen in TV ads,http://www.marketingcharts.com/wp/television/l-in-5-second-screeners-shop-for-products-seen-intv-ads-28575/, 2013/04/19。  new window
6.MEC(20130405)。MEQ seven network& neuro insight reveal findings of world-first neuro study into social TV interaction,http://www.mecglobal.com/mec-news/mec-seven-networkand-neuro-insight-reveal-findings-of-world-first-neuro-study-intosocial-tv-interaction/, 2013/04/19。  new window
7.Meulen, R.,Rivera, J.(2013)。Gartner says second-screen users will drive social TV activities,http://www.gartner.com/newsroom/id/2378515, 2013/04/13。  new window
8.Parker, C.(2013)。Examining second screen through the eyes of "TV experts",http://digitalvideospace.blogspot.tw/2013/03/examining-second-screen-through-eyes-of.html, 2013/03/19。  new window
9.Perez, S.(2012)。Nielsen: 85 percent of tablet and smart-phone owners use device as “second screen” monthly, 40 percent do so daily,http://techcrunch.com/2012/12/05/nielsen-85-percent-of-tablet-and-smartphone-owners-use-devices-as-secondscreen-monthly-40-percent-do-so-daily/, 2013/03/12。  new window
10.Red Bee Media & Decipher(2013)。TV and the second screen,http://www.my-mip.com/RM/RM_MIPWORLD/2013/documents/pdf/resource-centre/whitepapers/miptvmipcom-red-bee-media-decipher-tv-second-screen-whitepaper.pdf, 2013/04/10。  new window
11.Stanton, R.(2012)。Second screen revolutionizing the television experience,http://www.tcs.com/SiteCollectionDocuments/White%20Papers/Consulting_Whitepaper_Second-Screen-Revolutionizing-Television-Experience-Part-10512-2.pdf, 2013/03/09。  new window
圖書論文
1.Kuutti, K.(1996)。Activity theory as potential framework for human computer interaction search。Context and consciousness。Cambridge, MA:MIT Press。  new window
2.Landauer, T.(1987)。Relations between cognitive psychology and computer system design。Interfacing thought: Cognitive aspects of human-computer interaction。Cambridge, MA:MIT Press。  new window
3.Vygotsky, Lev S.(1978)。Interaction between learning and development。Mind in society: The development of higher psychological process。Cambridge, MA:Harvard University Press。  new window
4.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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