| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 106 === The ephemeral content – a time-limited feature and function in social media – has been rapidly rising and become the latest marketing and social media buzzword. However, the motives of ephemeral content use and their influences on consumer behavior remain unclear with insufficient academic research. This study applied uses and gratification theory to delve into the power of ephemeral content in consumers’ decision-making process. Data from an online questionnaire (N = 303) demonstrated that consumers used ephemeral content based on the motivations such as fear of missing out, trust, immediacy, and social pressure to obtain gratification. Results also showed that consumers’ gratification positively associated with their engagement with ephemeral content. Most importantly, need for closure played a critical role in moderating the relationship between consumers’ motivations and engagement through gratification. Theoretical and practical implications are discussed.
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