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系統識別號 U0026-2808201823292900
論文名稱(中文) 以文化觀點探討個人使用行動即時通訊的感知模式
論文名稱(英文) Investigating individual adoption and perception of mobile instant messaging: a cultural perspective
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 106
學期 2
出版年 107
研究生(中文) 薛舒尹
研究生(英文) Shu-Yin Hsueh
電子信箱 shuyins0618@gmail.com
學號 PA6021067
學位類別 碩士
語文別 英文
論文頁數 77頁
口試委員 指導教授-劉世南
口試委員-陳明惠
口試委員-楊佳翰
中文關鍵字 行動即時通  科技接受模式  獨立/相依型自我構念  整體/分析型思考風格  高/低文化語境  感知價值 
英文關鍵字 Mobile Instant Messaging  Technology Acceptance Model  Independent-Interdependent Self-Construal  Holistic-Analytic Thought Style  High-Low context culture  Perceived Value 
學科別分類
中文摘要 在今日數位時代中,行動即時通訊(Mobile Instant Messaging, MIM)成為全球性的重要溝通工具。然,因文化的不同,影響行動即時通訊採用,有些已被視為全球通用的即時通訊軟體,例如:FB Messenger及WhatsApp,在亞洲國家並非盛行;另一方面,在亞洲盛行的LINE及KakaoTalk,卻是集中在日本、韓國、臺灣、印尼、泰國等地。因此,本研究目標為探討文化的不同,如何影響行動即時通的使用行為。

本研究探討之文化意涵包含:社交取向(獨立型與互依型的自我構念)、認知風格(整體型與分析型)及東西方文化語境。本研究並結合科技接受模式(TAM)及媒體豐富理論,以問卷調查法,以紙本及線上並行的方式進行調查,東西方參與者共計162位,其中包含92位臺灣籍、60位美國籍,以及來自於新加坡、印尼、日本、中國、越南、維也納、澳洲、愛爾蘭等國之參與者參與本研究。

本研究利用SmartPLS 3.0之群組比較後結果顯示:(1)在不同社交取向比較上,互依型的人易於感知社交促進及感知享樂,並正向影響滿意度;而獨立型的人較互依型的人易於感知科技多元服務(感知補充性),並正向影響社交促進、感知享樂及感知媒體豐富。(2)在認知風格比較上,兩組結果並無顯著差異。(3)在東西方文化背景比較上,西方人較東方人在感知補充性上,顯著正向關連於感知社交促進、感知享樂及感知媒體豐富性。

本研究結果實證,對具有西方文化意涵者(獨立我及分析風格者),對科技的實用性有較強烈的感知;對具有東方文化意涵者(互依我及整體風格者),對科技之社交促進之本質則有較強烈的感知。

本研究對實務意涵而言,建議即時通訊在全球性發展及運作策略上,須瞭解不同國家的文化;本研究對學術意涵而言,建議即時通訊之設計原則上若能以文化為基礎根源,將能對其不同文化間的認知風格、設計美學及社交性,提供較佳的解釋。本研究對於即時通訊之未來發展及行銷策略上也有更進一步的討論。
英文摘要 Nowadays, Mobile Instant Messaging (MIM) become the world-wide usage for communication. This study observed that some Asian countries have fads in using LINE or KakaoTalk, instead of universal MIMs, such as: FB Messenger and WhatsApp. Thus, this study aims to investigate how cultural impact on MIM usage.

To analyze cultural effect on MIM usage, this research adopted three cultural perspectives as a comprehensive investigation to frame cultural effect: 1) social orientation (independent and interdependent self-construal); 2) cognitive style (holistic and analytic thought style) and national cultures to examine in determining the MIMs’ use behavior. This study also combined TAM Theory and Media Richness Theory to conduct questionnaire survey, including both online and paper questionnaire approaches. The total of 162 participants are 90 from Taiwan, 62 from the U.S, others from Singapore, Indonesian, Japan, China, Vietnam, Austria, Australia and Ireland, respectively.

Comparing to usage patterns from cultural differences by conducting multi-group approach on SmartPLS, the results indicated that: 1) on social orientation: users with interdependent-self, who have higher intention on perceived social enhancement and enjoyment, then positively affect satisfaction. 2) on thought style: there are no difference on Analytic and Holistic thinking style. 3) on eastern and western cultures, western users have higher impact on perceived complementary relating to perceived social enhancement, perceived enjoyment and perceived media rich.

This reach verified that users with western characteristics (independent self and analytic thought style), who have a stronger perception on technological utility. In addition, users with eastern characteristics (interdependent self and holistic thought style), who have a stronger perception on social intention of technological nature.

Regarding to cultural impacts, the findings confirmed three cultural perspectives (social orientation, information processing style and national culture), which all influence possible cultural mechanism on MIM. Respecting to development and operations of MIM with cultural implications in different countries is recommended. As a result, this research provides scholars a new perspective on design principle to express culture rooted by information of cognitive process, aesthetic and social utility, which shaping design model and usability on communication technology.

The implications of future development in research and business marketing are discussed.
論文目次 Abstract I

Content V

Figure VIII

Table IX

Chapter 1 Introduction 01
1.1 Background 01
1.2 Motivation 02
1.3 Research Objectives 04
1.4 Research Scope 05
1.5 Research Design 05
Chapter 2 Literature Review 08
2.1 Investigation of Instant Messaging 08
2.2. Culture difference in online communication 11
2.2.1 Overview of national culture 11
2.2.2 Social orientation: self-construal 12
2.2.3 Analytical versus holistic thought styles 14
2.3. Motivation to Adoption 16
2.4. Media Richness Theory 16
2.5. Perceived Value 17
2.6. Brief Summary 18
Chapter 3 Research Method 19
3.1 Hypothesis Development 19
3.1.1 Perceived Social Enhancement and Satisfaction 19
3.1.2 Perceived Enjoyment to Satisfaction 20
3.1.3 Perceived Media Richness to Satisfaction 20
3.1.4 Social Utility to Perceived Social Enhancement, Perceived Enjoyment, and Perceived Complementarity 21
3.1.5 Perceived Complementarity to Perceived Social Enhancement, Perceived Enjoyment, Perceived Media Richness, and Satisfaction 22
3.1.6 Task Utility to Perceived Social Enhancement and Perceived Complementarity 22
3.2 Construct Definition 25
3.2.1 Cultural perspectives 25
3.2.2 Questionnaire Structure 28
3.3 Sampling and Data Collection 32
3.3.1 Survey process 32
3.4 Data Analysis Method 32
Chapter 4 Result 33
4.1 Data Analysis 33
4.1.1 Demographic Reports 33
4.1.2 Descriptive Statistics 37
4.1.3 Variables of Cultural Perspectives 38
4.2 Reliability Analysis 40
4.2.1 Correlation Analysis 41
4.3 Measurement Model 42
4.3.1 Construct Validity 43
4.3.2 Discriminant Validity 43
4.4 Structural Model 46
4.4.1 Structural Model Testing 46
4.4.2 Structural model testing for the group of cultural perspectives 48
4.5 Results of T-test 52
4.5.1 Self-Construal 53
4.5.2 Analytic-Holistic thought style 53
4.5.3 Western and Eastern people 54
4.5.4 Brief Summary: Cultural Comparison on Research Dimensions 55
Chapter 5 Conclusion 56
5.1 Discussion 56
5.1.1 The key factors that affect MIM behavior for the entire group 56
5.1.2 Cultural difference on each constructs of research 57
5.1.3 Cultural difference on MIM use patterns 58
5.2 Research Limitation 60
5.3 Research Contributions 61
5.3.1 Implications for future research 61
5.3.2 Implications for practice development 62
Reference 64
Appendix 70
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