現代人生活壓力大，除了坊間療癒商品盛行，網路上也有許多「療癒影片」出現。這些影片內容觀看時不需要花費過多心力思考，且相對具有替代性滿足角色，讓人在觀看時有放鬆、紓壓的正向情緒感受。然而，影片內容知覺流暢性程度與對結局揭曉的等待知覺時間長短，在不同程度狀況下，所喚起的心流感受、對後續社群網路互動行為(包含「按讚/愛心」、「留言」以及「分享」)的態度影響，乃至加入實用價值為干擾之箇中關係，是本研究探討主軸。

本研究為符合實驗設計背景與環境符合，選擇與受測者平時會瀏覽的社群網站作為出發點，採用線上實驗法，並分為六個假說。實驗一為知覺流暢性(高VS.低) X 結局揭曉等待知覺時間(長VS.短)二因子實驗操弄對於療癒影片觀看後的心流感受；實驗二則驗證心流感受在實用價值干擾下之受測者間實驗設計，並確立心流感受在知覺流暢性與社群互動意願間的中介關係。本研究兩項實驗分別蒐集到368份、400份有效樣本。統計結果顯示，知覺流暢性與等待知覺時間顯著地影響受測者心流感受結果；心流感受作為中介變項，受測者也因而在感知到知覺流暢性高時，產生較佳的社群互動意願；而以實用價值為干擾變項，當觀看療癒影片時受測者感知到具有實用價值時，將會顯著地正向影響受測者的「留言」以及「分享」行為。研究結果將可以作為影音行銷時，調整人們知覺流暢性感受程度與等待知覺時間長短，搭配得以喚起情緒的心流感受內容，發展最佳傳播組合。

Modern people have a lot of pressure on their lives. In addition to the prevalence of healing products in the market, many "healing videos" are available on the Internet. We don’t need to spend too much time thinking while watching. There are relatively alternative fulfilling roles, which makes people feel relaxed and relieved. However, the degree of perceptual fluency of the videos and the length of time waiting for the ending under different conditions may contribute to the flow experience. The subsequent social community interaction behavior and the utilitarian value to the relationship are also examined.

In order to comply with the experimental design background and environment, the online experiment method was adopted and divided into six hypotheses. Experiment one discusses examined the perceptual fluency (high vs. low) and the waiting perceptual time of the end of videos (long vs. short), which trying to figure out the flow experience after watching the healing video. Experiment two is tested by adopting certain subjects under the interference of utilitarian value to verify the mediating relationship of flow experience between the flow sensation of the perception fluency and the willingness to interact in the social media. In the study, 368 and 400 valid samples are collected in the experiments respectively. The statistical results show that perception fluency and waiting perception time highly affect the subject's flow experience results. The test generates a better willingness of social community interaction as perceiving higher perceptual fluency when flow experience acts as an intermediary variable. In addition, the subjects would be more ready to interact when watching a healing video and having utilitarian value as a disturbance variable. Finally, the study also indicates that it brings a positive and significant influence on the subject’s behavior to offer "comment" and "sharing" in social community.

目錄
論文審定書……………………………………………………i
摘要……………………………………………………………ii
Abstract………………………………………………………iii
第壹章 緒論…………………………………………………1
第一節 研究背景……………………………………………………………1
第二節 研究動機與目的……………………………………………………4
第三節 研究問題……………………………………………………………6
第貳章 文獻探討……………………………………………7
第一節 療癒影片……………………………………………………………7
一、何謂療癒影片………………………………………………………7
二、療癒影片帶來的替代性滿足………………………………………8
第二節 心流理論……………………………………………………………9
第三節 知覺流暢性 ………………………………………………………13
一、知覺流暢性定義 …………………………………………………13
二、知覺流暢性對情緒的影響 ………………………………………14
第四節 等待知覺時間 ……………………………………………………15
第五節 影片價值 …………………………………………………………16
一、價值觀點 …………………………………………………………16
二、療癒影片的價值判斷 ……………………………………………18
第六節 社群互動意願 ……………………………………………………18
一、社會交換理論 ……………………………………………………18
二、社群媒體互動中按讚、留言以及分享行為 ……………………19
第七節 假說推論 …………………………………………………………21
一、知覺流暢性對心流感受之關係 …………………………………21
二、結局揭曉等待知覺時間對心流感受之關係 ……………………21
三、自變項間的交互作用對心流感受之關係 ………………………22
四、知覺流暢性與社群互動意願 ……………………………………22
五、實用價值干擾下的心流感受與社群互動意願 …………………23
第參章 研究方法……………………………………………25
第一節 研究架構 …………………………………………………………25
第二節 研究樣本與方法 …………………………………………………26
一、研究對象與抽樣 …………………………………………………26
二、實驗法 ……………………………………………………………26
第三節 變數衡量與題項設計 ……………………………………………27
一、研究變項定義 ……………………………………………………27
第四節 實驗刺激與前測 …………………………………………………31
一、前測一 ……………………………………………………………31
二、前測二 ……………………………………………………………37
第五節 預試 ………………………………………………………………39
一、預試目的 …………………………………………………………39
二、預試結果 …………………………………………………………40
第肆章 研究結果……………………………………………44
第一節 實驗一 ……………………………………………………………44
一、研究架構 …………………………………………………………45
二、實驗刺激與程序 …………………………………………………44
三、分析結果 …………………………………………………………45
第二節 實驗二 ……………………………………………………………53
一、研究架構 …………………………………………………………53
二、實驗刺激與程序 …………………………………………………54
三、分析結果 …………………………………………………………55
第伍章 結論與建議…………………………………………64
第一節 研究結果 …………………………………………………………64
第二節 研究貢獻與實務意涵 ……………………………………………65
一、理論貢獻 …………………………………………………………65
二、實務貢獻 …………………………………………………………68
第三節 研究限制與未來研究方向 ………………………………………70
文獻參考 ……………………………………………………73
一、中文文獻 …………………………………………………………73
二、英文文獻 …………………………………………………………74
附錄 …………………………………………………………81
附錄一、前測一問卷 ………………………………………………………81
附錄二、前測一問卷版本操弄影片內容 …………………………………86
附錄三、前測二問卷 ………………………………………………………87
附錄四、前測二問卷版本操弄影片內容 …………………………………91
附錄五、實驗一問卷 ………………………………………………………92
附錄六、實驗一問卷版本操弄影片內容 …………………………………97
附錄七、實驗二問卷 ………………………………………………………98
附錄八、實驗二問卷版本操弄影片內容…………………………………104

圖目錄
圖1-1 Adam Hillman所創作之按顏色排列整齊圖像作品………………………3
圖1-2 Ursus Wehrli將原本隨意擺盤的水果碗，重新排列組合成新作 ………3
圖2-1 Sandra Lee常在YouTube頻道分享「擠痘痘」影片……………………9
圖2-2 Csikszentmihalyi (1975)提出之心流理論模式 …………………………10
圖2-3 Massimini & Carli (1988)修正後之心流理論模式 ……………………11
圖3-1 本研究之綜合實驗一、二架構圖 ………………………………………25
圖4-1 實驗一研究架構圖 ………………………………………………………44
圖4-2 實驗一交互作用圖 ………………………………………………………51
圖4-3 實驗二研究架構圖 ………………………………………………………54
圖4-4 實驗二心流感受中介關係圖 ……………………………………………61






















表目錄
表3-1 前測一實驗刺激-「骨牌排列」影片內容 ………………………………34
表3-2 前測一實驗刺激-「彩虹糖融化實驗」影片內容 ………………………35
表3-3 各刺激影片之統計資料 …………………………………………………37
表3-4 預試之信效度統計表 ……………………………………………………41
表3-5-1 預試知覺流暢性之平均值 ………………………………………………41
表3-5-2 預試知覺流暢性之操弄性檢定 …………………………………………42
表3-5-3 預試等待知覺時間之平均值 ……………………………………………42
表3-5-4 預試等待知覺時間之操弄性檢定 ………………………………………42
表3-5-5 預試實用價值之平均值 …………………………………………………43
表3-5-6 預試實用價值之操弄性檢定 ……………………………………………43
表4-1 實驗一受測者基本資料之敘述性統計表 ………………………………46
表4-2 實驗一之信效度統計表 …………………………………………………47
表4-3 實驗一各變項因素分析摘要表……………………………………………47
表4-4-1 實驗一知覺流暢性之平均值 ……………………………………………48
表4-4-2 實驗一知覺流暢性之操弄性檢定 ………………………………………49
表4-5-1 實驗一等待知覺時間之平均值 …………………………………………49
表4-5-2 實驗一等待知覺時間之操弄性檢定 ……………………………………50
表4-6 實驗一ANOVA分析總表 ………………………………………………51
表4-7 實驗一假說驗證表 ………………………………………………………53
表4-8 實驗二受測者基本資料之敘述性統計表 …………………………………56
表4-9 實驗二之信效度統計表 ……………………………………………………57
表4-10 實驗一各變項因素分析摘要表 …………………………………………57
表4-11-1 實驗二知覺流暢性之平均值……………………………………………59
表4-11-2 實驗二知覺流暢性之操弄性檢定………………………………………59
表4-12-1 實驗二知覺流暢性之平均值……………………………………………60
表4-12-2 實驗二知覺流暢性之操弄性檢定………………………………………60
表4-13 實用價值對社群互動意願之干擾效果分析………………………………62
表4-14 實驗二假說驗證表…………………………………………………………63

目錄
論文審定書……………………………………………………i
摘要……………………………………………………………ii
Abstract………………………………………………………iii
第壹章 緒論…………………………………………………1
第一節 研究背景……………………………………………………………1
第二節 研究動機與目的……………………………………………………4
第三節 研究問題……………………………………………………………6
第貳章 文獻探討……………………………………………7
第一節 療癒影片……………………………………………………………7
一、何謂療癒影片………………………………………………………7
二、療癒影片帶來的替代性滿足………………………………………8
第二節 心流理論……………………………………………………………9
第三節 知覺流暢性 ………………………………………………………13
一、知覺流暢性定義 …………………………………………………13
二、知覺流暢性對情緒的影響 ………………………………………14
第四節 等待知覺時間 ……………………………………………………15
第五節 影片價值 …………………………………………………………16
一、價值觀點 …………………………………………………………16
二、療癒影片的價值判斷 ……………………………………………18
第六節 社群互動意願 ……………………………………………………18
一、社會交換理論 ……………………………………………………18
二、社群媒體互動中按讚、留言以及分享行為 ……………………19
第七節 假說推論 …………………………………………………………21
一、知覺流暢性對心流感受之關係 …………………………………21
二、結局揭曉等待知覺時間對心流感受之關係 ……………………21
三、自變項間的交互作用對心流感受之關係 ………………………22
四、知覺流暢性與社群互動意願 ……………………………………22
五、實用價值干擾下的心流感受與社群互動意願 …………………23
第參章 研究方法……………………………………………25
第一節 研究架構 …………………………………………………………25
第二節 研究樣本與方法 …………………………………………………26
一、研究對象與抽樣 …………………………………………………26
二、實驗法 ……………………………………………………………26
第三節 變數衡量與題項設計 ……………………………………………27
一、研究變項定義 ……………………………………………………27
第四節 實驗刺激與前測 …………………………………………………31
一、前測一 ……………………………………………………………31
二、前測二 ……………………………………………………………37
第五節 預試 ………………………………………………………………39
一、預試目的 …………………………………………………………39
二、預試結果 …………………………………………………………40
第肆章 研究結果……………………………………………44
第一節 實驗一 ……………………………………………………………44
一、研究架構 …………………………………………………………45
二、實驗刺激與程序 …………………………………………………44
三、分析結果 …………………………………………………………45
第二節 實驗二 ……………………………………………………………53
一、研究架構 …………………………………………………………53
二、實驗刺激與程序 …………………………………………………54
三、分析結果 …………………………………………………………55
第伍章 結論與建議…………………………………………64
第一節 研究結果 …………………………………………………………64
第二節 研究貢獻與實務意涵 ……………………………………………65
一、理論貢獻 …………………………………………………………65
二、實務貢獻 …………………………………………………………68
第三節 研究限制與未來研究方向 ………………………………………70
文獻參考 ……………………………………………………73
一、中文文獻 …………………………………………………………73
二、英文文獻 …………………………………………………………74
附錄 …………………………………………………………81
附錄一、前測一問卷 ………………………………………………………81
附錄二、前測一問卷版本操弄影片內容 …………………………………86
附錄三、前測二問卷 ………………………………………………………87
附錄四、前測二問卷版本操弄影片內容 …………………………………91
附錄五、實驗一問卷 ………………………………………………………92
附錄六、實驗一問卷版本操弄影片內容 …………………………………97
附錄七、實驗二問卷 ………………………………………………………98
附錄八、實驗二問卷版本操弄影片內容…………………………………104

圖目錄
圖1-1 Adam Hillman所創作之按顏色排列整齊圖像作品………………………3
圖1-2 Ursus Wehrli將原本隨意擺盤的水果碗，重新排列組合成新作 ………3
圖2-1 Sandra Lee常在YouTube頻道分享「擠痘痘」影片……………………9
圖2-2 Csikszentmihalyi (1975)提出之心流理論模式 …………………………10
圖2-3 Massimini & Carli (1988)修正後之心流理論模式 ……………………11
圖3-1 本研究之綜合實驗一、二架構圖 ………………………………………25
圖4-1 實驗一研究架構圖 ………………………………………………………44
圖4-2 實驗一交互作用圖 ………………………………………………………51
圖4-3 實驗二研究架構圖 ………………………………………………………54
圖4-4 實驗二心流感受中介關係圖 ……………………………………………61






















表目錄
表3-1 前測一實驗刺激-「骨牌排列」影片內容 ………………………………34
表3-2 前測一實驗刺激-「彩虹糖融化實驗」影片內容 ………………………35
表3-3 各刺激影片之統計資料 …………………………………………………37
表3-4 預試之信效度統計表 ……………………………………………………41
表3-5-1 預試知覺流暢性之平均值 ………………………………………………41
表3-5-2 預試知覺流暢性之操弄性檢定 …………………………………………42
表3-5-3 預試等待知覺時間之平均值 ……………………………………………42
表3-5-4 預試等待知覺時間之操弄性檢定 ………………………………………42
表3-5-5 預試實用價值之平均值 …………………………………………………43
表3-5-6 預試實用價值之操弄性檢定 ……………………………………………43
表4-1 實驗一受測者基本資料之敘述性統計表 ………………………………46
表4-2 實驗一之信效度統計表 …………………………………………………47
表4-3 實驗一各變項因素分析摘要表……………………………………………47
表4-4-1 實驗一知覺流暢性之平均值 ……………………………………………48
表4-4-2 實驗一知覺流暢性之操弄性檢定 ………………………………………49
表4-5-1 實驗一等待知覺時間之平均值 …………………………………………49
表4-5-2 實驗一等待知覺時間之操弄性檢定 ……………………………………50
表4-6 實驗一ANOVA分析總表 ………………………………………………51
表4-7 實驗一假說驗證表 ………………………………………………………53
表4-8 實驗二受測者基本資料之敘述性統計表 …………………………………56
表4-9 實驗二之信效度統計表 ……………………………………………………57
表4-10 實驗一各變項因素分析摘要表 …………………………………………57
表4-11-1 實驗二知覺流暢性之平均值……………………………………………59
表4-11-2 實驗二知覺流暢性之操弄性檢定………………………………………59
表4-12-1 實驗二知覺流暢性之平均值……………………………………………60
表4-12-2 實驗二知覺流暢性之操弄性檢定………………………………………60
表4-13 實用價值對社群互動意願之干擾效果分析………………………………62
表4-14 實驗二假說驗證表…………………………………………………………63

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