線上影音接收、傳散與產製上傳行為探討：多元動機之觀點

Motivation for Online Video Viewing, Sharing, and Posting

本文以多元動機的觀點，釐清不同面向線上影音使用行為如何被不同動機所促發。整合動機理論、使用與滿足理論與信號理論，本文針對線上影音相關行為提出一個整合性的動機架構，區分「內在動機」與「外在動機」（包括：功能性與信號性），探索這些不同類型動機促發線上影音接收（觀賞）、傳散（分享）與產製（製作上傳）行為的情形，並以傳播調查資料庫一期三次的兩筆相關資料驗證所提出的理論架構。

This study investigates the factors that motivate the public to view, share, and post online videos. Conclusions derived from analyzing data from the Chinese Communication Database are outlined as follows: Both intrinsic and instrumental extrinsic motives are associated with online video viewing, social interaction motives account for the variance in video sharing, and self-presentation motives significantly explain online video posting behaviors.