TCS成果分享

蕭丞傑； 陳冠儒  Cheng-Chieh Hsiao；Kuan-Ju Chen

圖書資訊學研究

2024

18(2)

119-158

美學價值；內容分享；資訊接觸；社群媒體；社經地位

Aesthetic Value; Content Sharing; Information Exposure; Social Media; Socioeconomic Status

本研究基於S-O-R理論，並結合社群媒體傳播、消費者價值及美學行銷等文獻，提出一個藝術美學資訊之「接收－價值－行為」架構，以瞭解社群媒體使用者之藝術美學資訊接收與內容分享，並檢驗美學價值與社經地位的影響。本研究分析了2020年臺灣傳播調查資料庫中1,444位社群媒體使用者之實徵資料，研究結果指出使用者在社群媒體中藝術美學資訊之主動獲取及不經意接觸皆正向影響認知性與情緒性美學價值，而這兩種美學價值都會正向促進使用者的線上美學內容分享，並且進一步發現社經地位會顯著正向調節情緒性美學價值與線上美學內容分享之正向關係。研究結果有助於社群媒體行銷、藝術行銷與美學傳播之理論發展，本研究亦提出若干實務建議予藝術美學從業人員參考。

This study proposes an "exposure-value-behavior" framework to understand social media users' aesthetic information exposure and content sharing by integrating the stimulus-organism-response (S-O-R) theoretical perspective with relevant literature of social media communication, consumer value, and art marketing. The influences of aesthetic experience and socioeconomic status are also examined in the proposed model. After analyzing empirical data of 1,444 representative social media users collected via the 2020 Taiwan Communication Survey, the results show that users' active acquisition and incidental viewing of aesthetic information are positively related to cognitive and emotional aesthetic values on social media. These two values are likely to foster their aesthetic content sharing online. Furthermore, socioeconomic status positively moderates the relationship between emotional aesthetic value and aesthetic content sharing online. Our findings not only contribute to the theoretical advances of social media marketing, art marketing, and aesthetics communication, but also provide art/aesthetics practitioners with several practical implications.