隨著社群媒體的普及,近幾年新興社群媒體快速成長,而本研究在抖音 社群平台裡發現一個有別於其他社群媒體不同的地方,抖音用戶間會相互模 仿拍攝在抖音上火紅的短視頻。因此本研究想深入探討抖音的特別現象,用 戶間的集體模仿行為意圖。
本研究以新制度理論的模仿同形來探討抖音社群平台裡用戶間集體重複 模仿拍攝火紅的抖音短視頻的模仿行為。研究以抖音的功能體驗、互動性和 用戶的同儕關係對抖音的模仿同形與集體行為意圖的影響。本研究發現抖音 的功能體驗會影響用戶間的集體模仿,而互動性和同儕關係卻只會部份影響 用戶間的集體模仿。

關鍵詞:抖音 (Tik tok)、功能體驗、互動性、同儕關係、集體行為意圖、模仿同形

This study uses the imitation of the New Institutionalism theory to explore the imitation behavior of the collectively repeated imitation of the video of the vibrating short video in the platform of the vibrating community. The study explores the influence of the functional experience, the interactivity and the user's peer relationship on the imitation of the vibrato and the collective behavioral intentions. This study found that the functional experience of vibrato affects the collective imitation of users, while the interaction and peer relationship only partially affect the collect behavior between users.

Keywords: New Institutionalism, functional experience, interactivity, collect behavior