The Impacts of Navigability and Modality on Media Credibility and Technology Trust in the Picture-Based Social Media

• Main Authors: Hsu, Hsiu-Chu, 許秀珠
• Other Authors: Lee, Jiunde
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5dvetr

碩士 === 國立交通大學 === 傳播研究所 === 105 === This research centered on the discussion of user experience and user behavior in the picture-based social media environment. There were two stages in this research, quantitative research method and qualitative research method were applied respec-tively to collect research data. At stage one, an online survey was conducted to inves-tigate user's perceptions and media credibility evaluation of Instagram. The following stage two, semi-structured interviews and usability test were carried out to collect qualitative data. Semiotics analysis of visual images was one of the major focus at the second stage, with a view to understanding user's interpretation, perceived communi-cable ideas and feelings. The result indicated that modality and navigability would have impact on user's perception of media credibility. Especially modality, since pictures are depictive rep-resentation and sensory specific information, pictures can be comprehend easily. In the aspect of semiotic classification, icon, index and symbol types of picture did com-municate different visual knowledge and transmit various experience. In conclusion, based on the present study, modality and navigability were importanct design issues in the picture-based social media, and that semiotics could be a worth exploring subject in future image-related studies. This research centered on the discussion of user experience and user behavior in the picture-based social media environment. There were two stages in this research, quantitative research method and qualitative research method were applied respec-tively to collect research data. At stage one, an online survey was conducted to inves-tigate user's perceptions and media credibility evaluation of Instagram. The following stage two, semi-structured interviews and usability test were carried out to collect qualitative data. Semiotics analysis of visual images was one of the major focus at the second stage, with a view to understanding user's interpretation, perceived communi-cable ideas and feelings. The result indicated that modality and navigability would have impact on user's perception of media credibility. Especially modality, since pictures are depictive rep-resentation and sensory specific information, pictures can be comprehend easily. In the aspect of semiotic classification, icon, index and symbol types of picture did com-municate different visual knowledge and transmit various experience. In conclusion, based on the present study, modality and navigability were importanct design issues in the picture-based social media, and that semiotics could be a worth exploring subject in future image-related studies.