探討自尊與擬社會人際互動對抖音成癮之影響：以社群焦慮為中介變數

Abstract

近年來短影音盛行，簡單快速易上手的介面，讓當今年輕人難以抗拒。觀看短影音時節奏快速，無法預知下一部會是什麼影片，如此具有驚喜感的APP早已讓現今的年輕人沉迷於此。本研究從自尊的差異去探討為何會造成抖音成癮，並且以社會交換理論為基礎探討用戶的使用出發點。由於在使用TikTok可分為兩個角色，錄製抖音以及觀看抖音，因此本實驗一將分為看抖音成癮與拍攝抖音成癮去分別了解自尊對於抖音成癮的影響，並且加入社群焦慮為中介變數，同時驗證主效果與中介效果。在實驗二除了原有的變數與分組外，更在自尊與抖音成癮間加入擬社會互動為調節變數，探討素人網紅在抖音平台上的互動，是否會與自尊產生交互作用，進而影響抖音成癮。研究結果證實，在實驗一與實驗二裡面，主效果皆為顯著，表示在觀看抖音的情境時，低自尊的人會比高自尊的人容易觀看抖音成癮，而在拍攝抖音的情境時，高自尊的人會比低自尊的人更容易拍攝抖音成癮。中介效果在觀看抖音的情境時，當社群焦慮加入主效果後，結果仍為顯著，但從β值削弱可以發現仍然具有部分中介效果，而在拍攝抖音的情境時，當社群焦慮加入主效果後，結果仍為顯著，但從β值削弱可以發現仍然具有部分中介效果。調節效果在實驗二中可以發現，人們在觀看抖音的情境時，不論高或低自尊，高擬社會互動比低擬社會互動更容易讓人觀看抖音成癮，並且低自尊比高自尊的人更容易觀看抖音成癮。而當人們在拍攝抖音的情境時，高擬社會互動比低擬社會互動更容易讓人拍攝抖音成癮，並且高自尊的人比低自尊更容易拍攝抖音成癮，因此從實驗二的調節效果中可以發現，在不同情境時互動越高，抖音成癮越高，並且自尊與擬社會互動交互作用顯著，但在觀看抖音時是低自尊的人較容易成癮，而拍攝抖音時是高自尊的人較容易成癮，因此在不同情境時有著相反的結果。本研究透過了解個體自尊差異對於TikTok成癮之影響，並填補過去對於抖音成癮的研究缺口。

In recent years, short and longer videos have become popular, with the simple, fast and easy-to-use interface making it irresistible for young people today. The pace of watching short videos is fast, and it is impossible to predict what the next movie will be. Such an app with a sense of sur-prise has already made today's young people addicted to it. This study explores why TikTok addic-tion is caused by differences in self-esteem, and uses social exchange theory as the basis to explore the user's starting point for use. Since the use of TikTok can be divided into two roles: recording TikTok and watching TikTok, this experiment will be divided into watching TikTok addiction and recording TikTok addiction to understand the impact of self-esteem on TikTok addiction, and social anxiety was added as an intermediary variable, and the main effect and intermediary effect were verified at the same time. In Experiment 2, in addition to the original variables and groupings, par-asocial interaction was added as a moderating variable between self-esteem and TikTok addiction to explore the influence of amateur Internet celebrities on TikTok. Whether the interaction on the audio platform will interact with self-esteem, and then affect the addiction of TikTok is also exam-ined. The results of the study confirmed that in Experiment 1 and Experiment 2, the main effects were both significant, indicating that when watching TikTok situationally, people with low self-esteem are more likely to become addicted to watching TikTok than people with high self-esteem, while when recording TikTok situationally, people with high self-esteem are more likely to be ad-dicted to TikTok than people with low self-esteem. The mediation effect is still significant when social anxiety is added to the main effect in the context of watching TikTok, but from the weaken-ing of the β value it still has a partial mediation effect. In the context of recording TikTok, when social anxiety is added to the main effect, the result is still significant, but from the weakening of the β value, it can be seen that there is still a partial mediation effect. The moderating effect can be found in Experiment 2. When people watch TikTok, no matter whether they have high or low self-esteem, high parasocial interaction is more likely to cause people to become addicted to watching TikTok than those possessing low self-esteem; those possessing low self-esteem are more likely to become addicted to watching TikTok than those possessing high self-esteem. When people are re-cording TikTok situations, high parasocial interaction is more likely to make people addicted to recording TikTok than is the case with low parasocial interaction, and people with high self-esteem are more likely to be addicted to recording TikTok than people with low self-esteem. Therefore, Experiment 2 shows that,in the moderating effect that the higher the interaction in different situa-tions, the higher the addiction to TikTok, and the interaction between self-esteem and parasocial interaction is significant; people with low self-esteem are more likely to become addicted when watching TikTok, while people with high self-esteem are more likely to become addicted to record-ing TikTok, so they have opposite results in different situations. This study fills the gap in past re-search on TikTok addiction by understanding the impact of individual self-esteem differences on TikTok addiction.