隨著科技的日新月異以及網路的蓬勃發展，人們互動與交換資訊的方式不再侷限於實體管道，而是有越來越多的網路媒體可以選擇。近年來網路模因在社群媒體間掀起潮流，成為了隨處可見以及隨手可得的傳播內容，網路模因增加了社群媒體使用者之間的互動、促進了使用者的顧客參與以及社會參與，進而提升了熱門話題的傳播速度，並且如病毒般的快速在社群媒體間擴散，因此，網路模因的特性如何吸引社群媒體使用者，並改變使用者的行為態度與行為意圖，促使其能夠以高速傳播的速度，達到快速擴散的效果，便成為了值得我們探討的議題，故本研究整合了傳播理論 (Communication Theory) 與計畫行為理論 (Theory of Planned Behavior, TPB) ，藉以探討網路模因的特性對社群媒體使用者的分享意圖所產生的影響，使大眾能夠更精準的了解使用者的喜好，以利決策與政策的實施。
本研究針對曾經於Facebook與網路模因相關粉絲專頁互動之社群媒體使用者進行問卷的發放與調查，共回收有效問卷323份，再透過結構方程模式進行驗證性分析，研究結果顯示網路模因的特性會對社群媒體使用者的態度與意圖產生正向影響，而幽默性、情緒強度與傳播性皆會對不同面向的使用者態度產生影響，進而影響其分享意圖。因此，如何透過網路模因精準地抓住社群媒體使用者的喜好，達到提高資訊傳播的速度並如病毒般的傳播效果，以提升處事效率與效益便成為了現今的一大課題。

The rapid development of science and technology has changed human life in the modern world. More and more people use social media to interact with other people and share information. However, some social media users enjoy watching some posts about Internet memes; therefore, Internet memes set off a trend in social media. They thus promote customer engagement and social engagement of users, thus increasing the speed at which the topic spreads.
This study integrates communication theory and theory of planned behavior (TPB) to explore the impact of the Internet memes' characteristics on the social media users' sharing intention. By applying structural equation modeling techniques to investigate the model proposed in this study, the hypotheses are empirically validated based on internet survey data of 323 Facebook users who have interacted with Internet memes-related fan pages. The findings suggest that the characteristics of Internet memes' humor, emotional intensity, and spreadability all impact different types of user attitudes, which in turn affect their share intention. Therefore, if we could accurately grasp the preferences of social media users through online expressions, the efficiency of policy implementation could be improved.

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