中高齡者自媒體網站特性、體驗價值與滿意度關係之探討

隨著科技進步與網路使用普及，過往被視為非智慧裝置與非高度網路使用族群的高齡者，開始生活中大量使用相關的產品與媒體服務。此外，在廣告與行銷的內容設計與傳播媒體變遷，以及媒體自有化的背景之下，自媒體逐漸成為具有潛力和獨特的全新媒體型式，研究亦指出自媒體對於高齡者之身心有正面之影響，本研究運用之前Kano品質分析建立之自媒體平台架構，並自2022年5月至2022年7月邀請55歲以上預計退休後可支配所得3萬元以上之族群且為自媒體使用者填答，填答前先瀏覽自媒體的內容及自行操作大約20分鐘後再填答問卷，進一步探討中高齡族群對於自媒體平台特性需求、體驗價值與使用者行為之間關係。本研究有效問卷共計222份，以LISREL驗證性因素分析評估量表之信效度，並使用結構方程模式確證理論模型與假設，其結果顯示：(1)中高齡者使用自媒體強調的特性包括互動性、有用性、易用性、資訊品質、系統品質五項，其中以資訊品質最為重要，其次為互動性，最後為易用性。(2)自媒體特性顯著影響長者體驗自媒體平台之體驗價值。(3)自媒體特性透過形塑體驗價值，影響使用者持續使用的意圖，長期而言達到使用者滿意。最終研究結果將提供中高齡者自媒體學術及實務上的建議及相關研究做為參考。

With advancements in technology and the increasing popularity of the Internet, elders, who were not traditionally considered users of smart devices and online services, are now frequently using these products and media services. Furthermore, with changes in advertisement and marketing content design and the trend toward individualized media, ''self-media'' has gradually become a new and unique form of media with significant potential. Research indicates that self-media positively influences elders. This research utilizes the self-media platform structure established by previous Kano quality analysis. From May 2022 to July 2022, individuals over the age of 55 with an expected disposable income of more than thirty thousand NT dollars post-retirement were invited to participate in the study. The study aimed to discuss the relationship between the elderly group's demand for self-media platform characteristics, experiential value, and user behavior. A total of 222 valid questionnaires were analyzed. The reliability and validity of the scale were evaluated using LISREL confirmatory factor analysis, and the theoretical model and assumptions were confirmed using the structural equation model. Key findings include: 1. The quality of information is the most important factor in the use of self-media features by the elderly, followed by interactivity and ease of use. 2. Self-media characteristics significantly affect the experiential value of the elderly's experience on self-media platforms. 3. The experiential value of self-media influences the intention of the elderly to continue using it, leading to long-term user satisfaction. The final research results will provide academic and practical suggestions for the use of self-media by the middle aged and elderly and serve as a reference for related research.