以認知年齡探討社群網路服務中繪文字的使用意圖

An Exploration of Intention to Use Emoji in Social Network Services with Cognitive Age

多數的現代人不可避免地在日常活動中使用社群網路服務。社群網路服務已經不只是獲取資訊，而且是與他人溝通的一種手段。在與他人溝同時，使用者也免不了採用繪文字來輔助自己傳達情感。本研究使用整合科技接受模式來探討認知年齡是否影響科技接受行為的重要因素。我們在社群網路服務中使用繪文字作為基礎，並探討組別1－－數位原生（即40歲以下的人）、組別2－－數位移民（即40歲以上的數位移民認為自己的認知年齡低於40歲）與組別3－－數位移民（即40歲以上的數位移民認為自己的認知年齡大於等於40歲）之差異。結果表示：組別1－－數位原生在知覺有用性、知覺易用性、主觀規範、知覺有趣性和流行涉入都是影響數位原生對繪文字的採用和使用是重要因素。組別2－－數位移民在所有構念都沒有影響使用意圖。組別3－－數位移民只有感覺到的知覺有趣性與流行涉入有影響使用意圖。最後，本文提出不同認知年齡層之間的關係與差異，並提出相對應的結果與建議。

Social network services, which are a method used for both information acquisition and communication, are inevitably used by most modern people in daily activities. Therefore, emoji is inevitably used by users to help convey emotions. In this study, the unified theory of acceptance and use of technology (UTAUT) were used to explore whether cognitive age is an important factor that impacts technology acceptance behavior. The application of emoji in social networking services was compared and analyzed three groups, group 1 (digital native whose people under 40 years old), group 2 (digital immigrants over 40 years old who believe that their cognitive age is lower than 40 years old), and group 3 (digital immigrants over 40 years old who believe that their cognitive age is greater than or equal to 40 years old). The results of group 1 showed that perceived usefulness, perceived ease of use, subjective norm, perceived playfulness and fashion involvement have a significant impact on the adoption and use of emoji. The results of group 2 showed that none of the constructs had any impact on behavioral intention, while in group 3, only perceived playfulness and fashion involvement had an impact on behavioral intention. Finally, the relationship and differences between different cognitive age groups, as well as corresponding results and suggestions, were put forward.