使用者資訊尋求動機與網路懶人包類型對資訊行為意向關聯性研究

Abstract

本研究主要關注近年來網路懶人包的現象，為了瞭解懶人包類型的傳播效果，本研究採用Fogg說服行為模型作為研究基礎架構，提升使用者動機可以提高執行行動的機會，經由懶人包引發使用者的資訊分享行為意向。 本研究採線上實驗，首先，透過專家評估選出符合三種傳播模式的懶人包，作為線上任務研究工具和實驗情境；再來進行線上實驗了解懶人包類型和使用者的資訊尋求動機對資訊分享行為影響，以及受測者對於三種類型懶人包設計元素感受程度。 研究結果發現，懶人包類型對資訊分享行為意向會造成差異，視聽覺吸引類型懶人包較資訊傳遞類型更能有效激勵資訊需求內在動機者的的親身資訊分享行為意向。故事講述類型懶人包由於網路使用者在其設計要素感受上較不足，因此未在資訊分享行為意向造成差異影響。

This study centered on the aggregated information and explored elements of aggregated information for persuasive design, with the purpose of understanding in-depth persuasion, based on Fogg's behavior model. At First, expert assessment was applied to filter out three communicative styles of the aggregated information, as three different contexts for online experimental conditions. Secondly, the online experiment was adopted to investigate the relationships among user’s motivations of information-seeking, communicative styles of aggregated information and persuasive effects on users' behavior intention. The result showed that persuasion effects differed in communicative styles of Aggregated Information. The attractive style had a higher predictive validity in user’s behavior-intention of information sharing than informational styles. Furthermore, inasmuch as user’s perception of design elements in storytelling style was low, storytelling style didn't moderate the relationship between information-seeking motivations and behavior-intention of information sharing.