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研究生：	黃郁婷 Huang, Yu-Ting
論文名稱：	探討創意老化族群之社群媒體內容創作行為-以發展社會連結為視角 Exploring Social Media Content Creation Behavior of Creative Aging Group-From the Perspective of Social Connection Development
指導教授：	仲曉玲 Chung, Hsiao-Ling
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2020
畢業學年度：	109
語文別：	英文
論文頁數：	138
中文關鍵詞：	社群媒體內容創作、創意老化、社會連結、自我實現、社會支持、歸屬感
外文關鍵詞：	Social Media Content Creation, Creative Aging, Social Connection, Belongingness, Social Support, Self-actualization
相關次數：	點閱：179 下載：36
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老化理論的概念不斷被翻新，創意老化已成為探討高齡議題的趨勢。創意老化族群透過線下創作活動的參與，與他人建立連結。隨著社群媒體的蓬勃發展，創意老化族群也於線上進行創作，創作的表現形式更加多元。然而，該族群的線上創作行為尚未受到重視，相關研究仍相當缺乏。

過往的社會連結理論研究，強調社會連結對中高齡族群心理與身理健康的重要性。然而，在網路世代的背景下，創意老化族群透過社群媒體內容的創作，展現了不同於線下生活的樣貌，賦予了社會連結新的意義。本研究以社會連結理論為視角，探討創意老化族群在社群媒體內容上的創作行為，以豐富該理論之意涵。

研究者以創意老化族群為研究對象，採用混合研究方法。步驟一、以半結構深度訪談進行前導訪談研究，初步了解創意老化族群對社群媒體的看法和使用動機。步驟二、從社會連結的視角，訪談積極於線上創作內容的台南與台北案例各一名，探討其內容創作所呈現之行為意涵。步驟三，發送線上問卷，調查創意老化族群所創作的內容類型與對創作的看法;同時，進行專家訪談，了解其對創意老化族群從事線上與線下創意活動的觀點。最後，針對於社群媒體上活躍並擁有粉絲群之創意老化族群之代表個案進行訪談。

本研究發現，對創意老化族群而言，在社群媒體上創作內容，不只是提供歸屬感與社會支持，也是達成自我實現的過程。研究者以旅程圖(Journey Map)為工具，分析創意老化族群參與社群媒體內容創作的過程，並透過分析出的三種旅程圖，呈現出社會連結在個人互動到建立專業社群的發展與限制，藉由發展與緊密的社會連結，使創意老化族群創作的內容產生經濟價值。

New concepts of the aging theory are constantly being proposed, and the creative aging theory is the current trend for investigating aging issues. The creative aging group connects with people by participating in offline creative activities. As social media have developed, the creative aging group is also creating content online. The presentations of creation are more varied. However, the online creative behavior of the group has not received much attention, and related research is still lacking.
Many studies on social connection theory have emphasized the importance of social connection for the mental and physical health of the creative aging group. However, in this context of the internet generation, the creative aging group has presented life images that are different from offline images, which bring social connections new meanings through creating content on social media. This research takes the social connection theory as a perspective to explore the content creation behavior of the creative aging group on social media and to enrich the implications of social connection theory.
This study adopts a mixed-method research approach with the creative aging group as the research target. Firstly, a pilot interview was conducted through semi-structured, in-depth interviews to clarify the creative aging group’s perceptions and motivations of social media content creation. Secondly, from the perspective of social connection, the researcher explored the behavioral implications of content creation behavior through interviewing two creative aging group members, each from Tainan and Taipei. Thirdly, the researcher administered an online questionnaire to gain insights into their content creation, and conducted an expert interview at the same time to get an expert’s view on the creative aging group engaging in offline and online creative activities. Lastly, the researcher also interviewed the creative aging group member who has a fanbase.
The researcher found that for the creative aging group, creating content on social media not only provides belongingness and social support, but is a process of achieving self-actualization. The researcher took Journey Map as a tool to analyze the process of the creative aging group in creating social media content. The research demonstrates the development and limitations of social connection through three types of journey maps from peer-to-peer interaction to the professional community. The development and close social connection make the content generated of marketing value.

摘要...................................................................................................................................... I
Abstract ..............................................................................................................................II
致謝...................................................................................................................................... IV
List of Figures .................................................................................................................... VIII
List of Tables .................................................................................................................... XI
Chapter 1 Introduction ....................................................................................................... 1
1.1 Research Background ............................................................................................... 1
1.2 Research Motivation ................................................................................................. 6
1.3 Research Objectives and Questions ......................................................................... 7
Chapter 2 Literature Review.............................................................................................. 8
2.1 Towards Creative Aging: The Positive View of Aging Issues ................................ 8
2.1.1 From Successful Aging to Creative Aging ........................................................... 8
2.1.2 The Significance of Creative Activity Participation in the Creative Aging
Theory…………………………………………………………………………………9
2.2 Social Media and Content Creation: Benefits and Behaviors..............................11
2.2.1 Web 2.0: History and the Benefits of Social Media ............................................11
2.2.2 Behaviors and Motivation of Social Media Users ............................................. 13
2.2.3 What is Social Media Content Creation ............................................................. 17
2.3 Social Connection: Definition and Values ............................................................. 21
2.3.1 The Definition and Significance of Social Connection...................................... 21
2.3.2 Social Connection Under the Development of Social Media ............................ 22
2.3.3 The Value of Social Connection to the Elderly: Social Participation and Wellbeing
............................................................................................................................ 24
Chapter 3: Research Design: Process and Methods....................................................... 27
3.1 Research Framework ........................................................................................ 27
3.1.1 Research Concept ............................................................................................... 27
VII
3.1.2 Research Process ................................................................................................ 28
3.2 Research Methodology...................................................................................... 30
3.2.1 Pilot Study: Initial Understanding ...................................................................... 30
3.2.2 Semi-structured, in-depth Interviews: Broader and Deeper............................... 32
3.2.3 Online Questionnaire: Verify Initial Findings .................................................... 33
3.2.4 Expert Interview: In-depth Insights on Online Content Creation ...................... 35
3.2.5 Persona: Clear Characterization ......................................................................... 36
3.3 Data Analysis ........................................................................................................... 37
3.3.1 Thematic Analysis .............................................................................................. 37
3.3.2 Social Media Content Analysis .......................................................................... 37
3.3.3 Journey Map ....................................................................................................... 38
Chapter 4 Analysis and Findings ..................................................................................... 39
4.1 Pilot Interview: Local Photography ...................................................................... 39
4.1.1 Creative Aging in Tainan: Mobile Photographer ............................................... 40
4.1.2 Behavior and Perceptions of Social Media ........................................................ 50
4.2 Online Generation of the Creative Aging Group ................................................. 60
4.2.1 Social Media Content Creator: Tainan and Taipei.............................................. 60
4.2.2 Category of Social Media Content Creation ...................................................... 69
4.2.3 Redefine: What is Creative Aging? .................................................................... 74
4.2.4 The Creative Aging Group with Fan Base: More Influential and Professional
Content for Consumers................................................................................................ 79
4.3 Social Connection: More Than Interaction .......................................................... 90
4.3.1 Belongingness from Social Media: Affect real life ............................................ 91
4.3.2 Social Support Through the Creation Process.................................................... 94
4.3.3 Self-actualization: Being a better version of oneself ......................................... 99
Chapter 5 Discussion and Conclusion ........................................................................... 103
5.1 Research Discussion and Conclusion................................................................... 103
5.1.1 The Perceptions and Motivation of Social Media Content Creation Behavior in
the Creative Aging Group ......................................................................................... 103
5.1.2 The Implications of Social Media Content Creation Behavior for the Creative
Aging Group from the Perspective of Social Connection ......................................... 107
VIII
5.1.3 The Value of Social Connection in the Creative Aging through Social Media
Content Creation ....................................................................................................... 108
5.1.4 Research Contributions .....................................................................................114
5.2 Research Limitations and Future Suggestions ....................................................117
REFERENCE ...................................................................................................................118
APPENDICES ................................................................................................................. 126
Appendix 1: The Pilot Interview Questions .................................................................. 126
Appendix 2: The Interview Questions in Tainan and Taipei ......................................... 127
Appendix 3: The Interview Questions with Lucas Grandma and Fashion Elder .......... 128
Appendix 4: The Online Questionnaire on Behavior and Perception of Social Media
Content Creation in Creative Aging Group ................................................................... 129
                                    

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