地獄梗對Instagram使用者參與行為之影響：攻擊型幽默與道德哲學之調節角色──以大學生為例

The Effect of Hellish Gags and Instagram Users’Engagement Behavior: The Moderating Role of Aggressive Humor and Moral Philosophy- An Example of University Students

本研究旨在探討地獄梗迷因特性於社群使用者參與行為之影響，導入攻擊型幽默人格特質及道德哲學價值觀探討其交互作用，並以497位Instagram使用者作為受測者，實施2 x 2 x 2的組內實驗設計。研究結果發現：1.地獄梗迷因特性對社群使用者的參與行為並無顯著影響。2.地獄梗迷因特性與攻擊型幽默對社群使用者的參與行為影響力具有交互作用，地獄梗／低攻擊型幽默的使用者社群參與行為顯著低於非地獄梗／低攻擊型幽默。3.地獄梗迷因特性與道德哲學對社群使用者的參與行為影響力具有交互作用，地獄梗／高道德哲學的使用者社群參與行為顯著低於非地獄梗／高道德哲學。4.地獄梗迷因特性、攻擊型幽默與道德哲學三者間呈現三階交互作用，在地獄梗／高攻擊型幽默／低道德哲學的情況下，讓結果出現逆轉，導致社群使用者擁有更高的參與行為。本研究發現若不將人格特質與價值觀納入探討，地獄梗迷因特性對於社群參與行為則無影響力，唯有將人格特質與價值觀進行區分後，地獄梗迷因特性才會對不同人格特質與價值觀的社群使用者產生不同影響。故企業或網路創作者在進行迷因創作時，能依目標客群的人格特質傾向來選擇是否加入地獄梗元素，以提升其社群參與行為。

This study examined the effect of hellish gag meme characteristics and social media engagement behavior, and further explored the moderating effect of aggressive humor and moral philosophy. A 2 x 2 x 2 within-subject experimental design was implemented with 497 Instagram users as subjects. The research found that: 1. Hellish gag meme characteristics have no significant impact on social media engagement behavior of community users. 2. Hellish gag meme characteristics and aggressive humor have an interactive effect on the social media engagement behavior of community users, and hellish gags / low aggressive humor users is significantly lower than that of non-hellish gags / low aggressive humor. 3. Hellish gags meme characteristics and moral philosophy have an interactive effect on social media behavior of community users, and hellish gags / high moral philosophy is significantly lower than that of non-hellish gags / high moral philosophy. 4. There is a third-order interaction between hellish gag meme characteristics, aggressive humor, and moral philosophy. In the case of hellish gags / high aggressive humor /low moral philosophy, the results are reversed, causing community users to have higher engagement behavior. It finds that without considering personality traits and values, the characteristics of hellish gag memes do not impact community engagement behavior. Only by differentiating personality traits and values do the characteristics of hellish gag memes affect social media users with different personality traits and values. Therefore, businesses or digital creators should consider the personality tendencies of their target audience when incorporating hellish gag elements into meme creation to enhance community engagement behavior.