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篇名 限時動態吸引人的秘密: 動態的供給稀少性與獨特性需求對使用行為之影響
The Secret of Instagram Stories Being Attractive: The Effect of Scarcity due to Supply and Need for Uniqueness on Using Behavior
作者 李威翰
中文摘要

 社群媒體改變人類傳播與交流的方式,近幾年新功能「限時動態」的誕生,革新

了社群媒體的生態。限時動態成功打入社群媒體市場的競爭環境,一個有時間限制
的動態功能如何能成為新的傳播模式?其吸引力來自何處?本研究透過文獻探討定
義限時動態的時間限制為「供給稀少性」,探究供給稀少性對Instagram 用戶的知覺
價值、滿意度與忠誠度的影響,同時檢驗獨特性需求在供給稀少性及知覺價值間的
中介效果。研究結果發現,限時動態的供給稀少性會正向影響Instagram 用戶的獨特
性需求與知覺價值,知覺價值則正向影響滿意度與忠誠度,滿意度亦正向影響忠誠
度,但獨特性需求在供給稀少性與知覺價值間並無中介效果。
英文摘要

 The features of social media changed the way human beings communicate. Recent

years, “Instagram Stories” a new feature of Instagram has born. It has successfully
entered the competitive market of social media. How could a time-limited feature
become a brand new way of communication? Through a literature review of recent
study, “Time-limited feature” is being defined as “Scarcity due to supply” in order
to analyze the effect of scarcity due to supply on perceived value, satisfaction and
loyalty of Instagram’s users. Meanwhile, the mediation effect of need for uniqueness
between scarcity due to supply and perceived value is also being analyzed. The result
shows that “Scarcity due to supply” of Instagram Stories will positively affect “Need
for uniqueness” and “Perceived value”. Moreover, “Perceived value” affects satisfaction
and loyalty positively, and satisfaction also affects loyalty positively. However, need
for uniqueness doesn’t act as a mediation role between “Scarcity due to supply” and
“Perceived value”.
中文關鍵詞 Instagram、供給稀少性、知覺價值、忠誠度、滿意度、獨特性需求
英文關鍵詞 Instagram, Scarcity due to supply, Perceived value, Loyalty, Satisfaction, Need for uniqueness
發表日期 2018/06/30
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