暫時性新聞：以擴充科技接受模式探討感知互動性與訊息來源可信度對Instagram新聞帳號使用者的影響—以中央社為例

Abstract

社群媒體的蓬勃發展改變了閱聽人的新聞近用習慣，也促使新聞媒體不得不開始正視社群平臺，因此繼報紙轉向電視新聞後，如今新聞媒體正在嘗試向社群媒體轉，新聞媒體與社群平臺之間，如何敲打出新的火花令人期待。尤其是社群媒體上有各式各樣的互動功能，新聞媒體若想順利轉型，必須試著將新聞內容融入各類互動形式，使閱聽人在互動的過程中，感到這樣的新聞呈現是有趣、易用、有用的，同時堅守自身媒體的專業性、知識性，讓閱聽人對此新聞媒體產生正向態度，甚至是後續願意持續使用與推薦給他人。上述正是新聞媒體面對數位平台轉型，需要深思的議題。故本研究以感知互動性、訊息來源可信度作為切入點，將其作為擴充科技接受模式之外部變數，並提出一模型架構，探討Instagram新聞帳號的感知互動性、訊息來源可信度，對感知信念（感知娛樂性、感知易用性、感知有用性）以及後續態度與行為意圖（持續使用意圖、口碑推薦）之影響。本研究結果顯示，（1）閱聽人對Instagram新聞帳號之感知互動性，對其感知娛樂性、感知有用性分別皆有正向影響；（2）閱聽人對Instagram新聞帳號的訊息來源可信度，對其感知易用性、感知有用性分別皆有正向影響；（3）閱聽人對Instagram新聞帳號限時動態之感知易用性，對其感知娛樂性、感知有用性、態度分別皆有正向影響；（4）閱聽人對Instagram新聞帳號限時動態之感知娛樂性，對其態度、行為意圖（持續使用意圖、口碑推薦）分別皆有正向影響；（5）閱聽人對Instagram新聞帳號限時動態之感知有用性，對其態度、行為意圖（持續使用意圖、口碑推薦）分別皆有正向影響；（6）閱聽人對Instagram新聞帳號的態度，對其行為意圖（持續使用意圖、口碑推薦）分別皆有正向影響。The booming development of social media has changed the news accessibility habits of audience, and has also prompted news media to start to face social media platforms. Therefore, after newspapers have turned to television news, news media is now trying to shift towards social media. It is expected that new sparks can be struck between news media and social media. Especially on social media, there are various interactive functions. If news media wants to smoothly transform, they must try to integrate news content into various interactive forms, so that audience feel that such news presentation is interesting, easy to use, and useful during the interaction process. At the same time, they must adhere to the professionalism and knowledge of their own media, so that audience have a positive attitude towards this news media, and even are willing to continue using and recommending it to others in the future. The above are the topics that news media need to think deeply about when facing the transformation of digital platforms. Therefore, this study takes perceived interactivity and Message source credibility as the entry point, takes them as external variables to expand the technology acceptance model, and proposes a model framework to explore the impact of perceived interactivity and Message source credibility of Instagram news accounts on perceived beliefs (perceived playfulness, perceived ease of use, perceived usefulness), and subsequent attitudes and behavioral intentions (continuance usage intention, word-of-mouth recommendations).The results of this study show that (1) the perceived interactivity of Instagram news accounts by audience has a positive impact on their perceived playfulness and perceived usefulness, respectively; (2) The credibility of Message sources for Instagram news accounts has a positive impact on their perceived ease of use and perceived usefulness; (3) The perceived ease of use of Instagram story of Instagram news accounts has a positive impact on their perceived playfulness, perceived usefulness, and attitude; (4) The perceived playfulness value of Instagram news accounts to audience has a positive impact on their attitude and behavioral intention (continuance usage intention and word-of-mouth recommendations); (5) The perceived usefulness of Instagram story of Instagram news accounts by audience has a positive impact on their attitude and behavioral intention (continuance usage intention and word-of-mouth recommendations); (6) The attitude of audience towards Instagram news accounts has a positive impact on their behavioral intentions (continuance usage intention and word-of-mouth recommendations).