線上影音分享平台不僅已成為傳統娛樂的電視、音樂、電影之數位匯流平台，其以使用者創作內容(User-generated Content)為互動基礎的操作方式，更是社群媒體在行動應用程式發展與應用的新趨勢。然而，在新型態的短影音(Short Video)社群媒體相關研究中，尚未針對使用者的行為動機與心理價值進行探討，因而形成線上影音分享平台與行動應用程式領域的研究缺口。為了充分瞭解使用者在線上影音分享平台行動應用程式的使用行為與心理認知，本研究以時下知名的“TikTok”(抖音)行動應用程式為研究標的，並採用可瞭解使用動機與滿足效果的使用與滿足理論，以及用於探究使用者價值的方法目的鏈理論，以雙理論的結合探討以下研究目的：(1)整合使用與滿足理論及方法目的鏈理論之架構，以瞭解線上影音分享平台所包含的各階層類別要素(如使用動機、App屬性、結果利益、個人價值、滿足效果)。(2)彙整價值知覺圖，以瞭解使用者在“使用動機→App屬性→結果利益→個人價值→滿足效果”的網絡結構特性。(3)分析不同的使用族群，以瞭解各族群的使用行為與心理認知之差異。(4)以使用者參與導向及使用者價值導向之觀點，找出線上影音分享平台潛藏的App屬性需求，並從中瞭解使用者之偏好。
Online video sharing platforms not only have become digital convergence platforms for traditional entertainment such as television, music and movies, its use of user-generated content as the basis of interaction has become the new trend in mobile app development applications. However, studies related to this new form of short video social media have not explored the users’ behavior motivation and psychological value. Thus, there is a research gap in the online video sharing platform and mobile app field. To better understand the users’ online video sharing platform mobile app use behavior and psychological cognition, this study uses the currently popular “TikTok” mobile app as the research objective. The U&G theory (used to understand use motivation and satisfaction results) and the MECs theory (used to study users’ values) are integrated and used to achieve the following research objectives: (1) integration of the U&G and MECs theory framework to understand factors in all levels and categories of online video sharing platforms (Use Motivation, App Attributes, Benefit Consequences, Personal Values, Gratifications Effect); (2) compile a hierarchical value map to understand the users’ “Use Motivation → App Attributes → Benefit Consequences → Personal Values → Gratifications Effect)” network structure characteristic; (3) analyze different user groups to understand the difference in each group’s use behavior and psychological cognition; and (4) use the users’ participation and value orientation perspective to find potential App attribute requirements for online video sharing platform mobile apps, thereby, understanding users’ preferences.
