本研究結合經濟學與傳播兩學科領域,將其應用於 Instagram 限時動態 新興社群媒體功能上,探討限時動態觀看者的感知態度如何透過知覺價值與 動機影響其使用強度。本研究採線上調查法,回收 654 份有效樣本。研究發 現, Instagram 限時動態的知覺稀少性符合簡單經濟理論之 S-E-D 模式,此 模式與社會臨場感、錯失恐懼感三者皆會正向影響使用強度,其中觀看者使 用動機主要是純粹觀看動態,而非與他人互動交流。

關鍵詞：社會臨場感、知覺稀少、知覺價值、限時動態、暫時性社群 媒體、錯失恐懼感

This study combines both economics and communication studies, and discusses how the perception and attitude of Instagram Stories viewers affects their use intensity through perceived value and motivation. With 654 valid samples through online survey, it was found out that perceived scarcity of Instagram Stories conforms to the S-E-D model in naïve economic theory, which has a positive impact on the intensity of use, as well as the senses of Social Presence and Fear of Missing Out in Instagram Stories. Moreover, the use motivation of the viewers is mainly to watch the Stories rather than interact with others.

Keywords: ephemeral social media, FoMO, Instagram Stories, perceived scarcity, perceived value, social presence