圖片和影片為主的影像式社群平台近年來發展迅速，尤其以極短時間呈現的短影片內容形式，更成功吸引大量粉絲並引起廣大迴響；本研究之研究目的在於瞭解影響影像式社群媒體短影片如何抓住使用者的注意力，產生較低的神遊程度，以及其中心理機制為何。本研究以心流理論為主軸，發展研究架構，並採取量化研究之實驗法，以網路發放問卷的方式進行實驗，最終以R-studio 統計軟體，進行數據信、效度以及假說驗證。研究結果發現，在影像式社群媒體的情境下，當使用者觀看不同重複性（重複v.s. 非重複）搭配不同播放速度（快v.s. 慢）的短影片時，會產生不同的情緒反應，當重複類型短影片以快速播放以及非重複類型短影片以慢速播放時，使用者會感受到高程度的心流情緒反應，當非重複類型短影片以快速播放時，會感受到焦慮情緒反應，最後，當重複類型短影片以慢速播放時，則皆會感受到無聊情緒反應，但是其感到無聊的程度，與觀看快速播放的非重複類型短影片之間並無顯著差異，也就是說在影像式社群媒體的情境下，當使用者觀看短影片時，會在資訊處理技巧與認知資訊負荷量達到平衡時感受到高程度的心流體驗，且使用者在兩者皆低時所感受到的的心流體驗，會比兩者皆高時來的更高；而只要在資訊處理技巧與認知資訊負荷量不平衡的情況下，使用者便有可能會感到無聊，其中，若資訊處理技巧不及認知資訊負荷量，使用者則會感到焦慮；而在不同的情緒反應下，當使用者感受到較高程度的心流情緒反應時，也會覺得該影片具有更高的媒介享樂感，並最終產生較低的神遊程度，而當使用者的情緒反應為無聊或焦慮時，使用者則會因為覺得該影片媒介享樂感較低，而最終產生較高的神遊程度。

Image-based social media platforms, such as Instagram, Snapchat, and etc., emerge under the growing trend of mobile device usage. Short videos are one of the most popular formats among these platforms. In the recent years, short videos, with only few seconds’ length has hit a big success and attracted numberous users’ attention. This research aims to understand how short videos affect viewrs’ mind-wadering level and the mechanism underneath this effect. Applying Flow Theory, this research develops the conceptual framework after literature review. After a quantitive research design experiment, the entire hypotheses and scale are testified using R-studio. The results show that short videos viewers can generate distinct emotions under the inter-action of different video type (repeated v.s. non-repeated) and pace (fast v.s. slow). Moreover, both fast-paced repeated and slow-paced non-repeated short videos gener-ate flow experience, while fast-paced non-repeated one generates anxiety, and slow-paced repeated one generates boring. These results demonstrate that short videos viewers will experience flow when their skills and challenge on processing information load reaches balance and the level is higher when both are lower compared to both are high. And viewers will experience boredom when skills exceed challenge while experience anxiety when challenge exceed skills. This research also reveals the positive correlations between flow and media enjoyment and the negative correlations of media enjoyment with boring and anxiety. Finally this research shows the negative correlations between media enjoyment and mind-wandering.

目錄
論文審定書 i
中文摘要 ii
Abstract iii
第壹章、緒論 1
第一節、 研究背景 1
第二節、 研究動機 2
第三節、 研究目的 6
第貳章、文獻探討與假說推論 9
第一節、影像式社群媒體與短影片 9
一、影像式社群媒體 9
二、短影片 10
第三節、 心流理論 13
一、理論起源與內涵 13
二、心流理論的演進 14
三、微心流 19
四、心流與媒介享樂感 20
五、相關研究 23
六、小結 25
第四節、 個體的認知挑戰與技巧 27
一、影片的認知過程 27
二、個體的認知挑戰—認知資訊負荷量與重複性 28
（一）認知資訊負荷量 28
（二）重複性 30
三、個體的認知技巧—影片播放速度 31
第五節、假說推論 32
一、影片重複性及影片播放速度的效果 32
（一）短影片的認知挑戰與解讀訊息技巧 32
（二）影片重複性以及影片播放速度的效果 34
二、情緒反應的效果 37
（一）心流和微心流與媒介享樂感和神遊程度的關係 38
（二）焦慮情緒與媒介享樂感和神遊程度的關係 39
（三）無聊情緒與媒介享樂感和神遊程度的關係 40
三、媒介享樂感與神遊程度的關係 41
四、媒介享樂感的中介效果 41
第參章、研究方法 43
第一節、 研究架構 43
第二節、 研究對象 45
第三節、 實驗設計 45
一、實驗設計與程序 45
二、實驗刺激與前測 46
三、問卷設計 49
第四節、 變數測量 50
一、情緒反應 50
二、媒介享樂感 51
三、神遊狀態 51
四、影片喜好 51
第肆章、研究結果 52
第一節、基本資料分析 52
第二節、量表信度與效度 54
第三節、 交互作用驗證 56
第四節、主效果及中介效果驗證 58
一、心流情緒反應與媒介享樂感和神遊程度的關係 58
二、焦慮情緒反應與媒介享樂感和神遊程度的關係 59
三、無聊情緒反應與媒介享樂感和神遊程度的關係 60
四、媒介享樂感與神遊程度的關係 61
第伍章、結論與研究貢獻 63
第一節、研究討論 63
一、影片重複性與影片播放速度的交互效果 63
二、不同情緒反應的主效果以及媒介享樂感的中介效果 66
（一）心流情緒反應的主效果 66
（二）焦慮情緒反應的主效果 67
（三）無聊情緒反應的主效果 67
（四）不同情緒反應下媒介享樂感的中介效果 67
第二節、理論意涵 70
第三節、實務意涵 73
第四節、研究限制與未來方向 74
第陸章、參考文獻 76
第一節、英文部分 76
第二節、網路部份 93
附錄、問卷 95

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