繼續還是不繼續？網路文學作品持續閱讀與沉迷程度之影響

Continue or Discontinue? Cyber Literature Continuance Readership and the Effect of Addiction

文學因為網路的發展產生出新的面貌，不論讀者或作者，均可方便的閱讀作品或創作，讓網路文學作品有如雨後春筍般的出現。然而，相對於作者來說，除吸引新的讀者外，更重要的是留住現有讀者，使其一讀再讀及願意參與互動。本研究透過網路文學特性找出讀者的滿意度成因、再結合沉浸理論與沉迷程度探討讀者持續閱讀之意圖。在透過網路問卷方式進行模型與假說驗證後發現，讀者對網路文學作品的滿意度越高，越容易使讀者進入沉浸狀態，並且沉浸狀態和滿意度也對讀者的持續閱讀意圖帶來正向影響。但本研究最後發現，沉迷程度的不同，對持續閱讀意圖出現兩群不同的反應，顯示出低沉迷的讀者對持續閱讀意圖沒有顯著影響，而高沉迷則出現正向影響結果。

The proliferation of the Internet has brought along ”cyber literature,” resulting in enormous changes to authors and audiences alike. For an author of cyber literature, in addition to attracting new readers, a more important issue is to keep loyal readers, who follow the publication streams, interact among themselves and with the author.This study aims to identify antecedents of readers' satisfaction through examining the underlying characteristics of cyber literature. By integrating flow theory and the concept of addiction, this study explores the readers' intention to continue reading cyber literature. Data were collected through self-administered Internet questionnaires. Analysis reveals that readers with higher levels of satisfaction have higher positive emotions of flow experience, while the levels of satisfaction and flow experience are also in-sync with continue reading intention.Finally, this study also discovered that readers with different addiction levels have different continuance reading intention. For the lower addiction group, addiction does not affect their continuance reading intention, but for the higher addiction group, addiction does have positive influence on the continuance reading intention.