隨著網路和社群媒體的普及、現代生活節奏加快，人們的注意力越來越短暫，而短影音長度較短，且以影片形式呈現，更符合現代人的碎片化的閱讀習慣，能夠在短時間內迅速吸引觀眾的注意力。短影音平台具有強大的社交互動功能，促進觀眾之間的互動和交流，這也使得短影音更加吸引人。此外，直式短影音符合手機觀看的習慣，進一步增加觀看的便利性。最後，短影音的製作門檻相對較低，讓更多人有機會參與創作，這也助力短影音平台成為現代娛樂的主流形式。這種低門檻和高互動性的特點，使短影音不僅在現今受到廣泛歡迎，也將對未來的影音行銷趨勢產生深遠影響。
本研究以短影音為主題，根據以下研究目的進行探討: 瞭解用戶對短影音中產品的 知覺有用性與正向情緒之間的關係;瞭解用戶對短影音中產品的正向情緒與購買意圖 之間的關係;瞭解短影音的娛樂性對用戶於短影音中產品的正向情緒與心流體驗之間 的關係;瞭解用戶的心流體驗對短影音中產品的正向情緒與持續觀看意圖之間的關係; 瞭解用戶對短影音的持續觀看意圖與對短影音中產品的購買意圖之間的關係;以自我 決定理論結合興趣驅動者理論探討用戶對短影音平台的持續使用意圖及購買意圖。
本研究以網路問卷方式收集數據，共回收 623 份問卷，其中 518 份為有效問卷。 使用SPSS 29.0 和 SmartPLS 進行資料分析，得出以下結果:第一，使用者對短影音 產品之知覺有用性及心流體驗會正向顯著影響其對產品的正向情緒，然而短影音之 娛樂性和正向情緒並無顯著相關性。第二，短影音娛樂性會正向顯著影響使用者心 流體驗。第三，使用者心流體驗會正向顯著影響其對短影音之持續觀看意圖。第 四，使用者持續觀看意圖以及其對產品的正向情緒對購買意圖具有正向顯著影響。
這些結果為短影音創作者、平台開發者及品牌提供有用的指引和建議。平台方和 創作者應提升用戶沉浸感，如提供互動功能、數據推薦符合用戶興趣的內容，並增 加內容多樣性和新穎性; 創作者可透過故事展示產品，並展示使用產品後的正向結 果、與信任的 KOL 或網紅合作也能提高用戶認可度，進而提升購買意圖; 行銷人員 可在短影音平台上進行針對性的廣告投放和促銷，使用客製化廣告和互動式內容吸 引用戶關注，最終轉化為購買行為。

Short-form videos have soared in popularity with the rise of the internet and social media, thanks to their concise video-based format, interactive features, and mobile- friendly vertical layout. The low barrier to entry for creating short videos allows more people to produce content, contributing to their success. This combination of accessibility and interactivity drives the popularity of short-form videos and points to a significant impact on the future of digital marketing.
This study focuses on short-form videos and employs self-determination and interest-driven theory to examine the relationships among entertainment, perceived usefulness, positive emotions, flow experience, continuous watching intention, and purchase intention. This study collected data through an online survey, yielding 518 valid responses, which were then analyzed using SPSS 29.0 and SmartPLS 4 The analysis showed several key findings: First, perceived usefulness and flow experience significantly positively affect positive emotions towards products, while entertainment does not. Second, entertainment significantly positively affects users' flow experience. Third, flow experience significantly positively affects users' intention to continue watching short videos. Finally, both users' intention to keep watching and positive emotions towards a product significantly positively affect their intention to purchase. These insights are valuable for future studies in this area and offer practical advice for short-form video creators, platform developers, and brands engaged in short video production and marketing.

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