量化貼文框架對知覺溫暖與社群貼文互動程度的影響

Abstract

穿戴式裝置與自我追蹤應用程式的普及，促成了量化自我（quantified self）風潮的興起，使日常活動得以被轉換為可量化的成果。隨著此趨勢發展，自我追蹤的使用已不再侷限於私人用途。越來越多使用者在社群媒體上分享個人數據，使這些工具逐漸演變為公開自我表達的媒介，讓人們透過數據呈現其身份形象。而儘管社群媒體上以數據呈現自我的現象日益普遍，現有研究大多著重於使用者本身，較少探討觀眾如何解讀這類貼文。此現象衍生出一項重要問題：觀眾是如何解讀這類型的量化貼文及其中牽涉的心理機制。為填補此研究缺口，本研究進行了兩項線上實驗。研究一探討在閱讀情境中，不同貼文框架如何影響觀眾對貼文的互動意圖；研究二則在健身情境中重現此效果，並進一步檢驗貼文者性別是否具有調節作用。兩項研究結果皆顯示，量化框架的貼文會降低觀眾對貼文者的知覺溫暖，進而降低其互動意圖。雖然研究二納入貼文者性別作為潛在調節變項，但貼文框架與性別之間的交互作用並未達統計顯著。此研究結果為量化自我文獻提供兩項貢獻：（1）導入觀眾視角作為嶄新的分析視角；（2）發現量化框架透過削弱觀眾的知覺溫暖，而對互動意圖產生負面影響。

The growing popularity of wearable devices and self-tracking applications has fueled the rise of the quantified self, a practice that transforms everyday activities into measurable accomplishments. As this trend continues, self-tracking is no longer limited to private use. More and more individuals are sharing personal metrics on social media platforms. As a result, these tools have become instruments for public self-expression, allowing users to present aspects of their identity through data. However, despite the growing prevalence of quantified self-expression on social media, research has largely focused on individual users, overlooking audiences’ perceptions of such content. This raises important questions about how quantified posts are interpreted by others and underlying the psychological mechanisms. To address this gap, two online experiments were conducted in the present study. Study 1 investigated how different post framings affect audience engagement in a reading-related context. Study 2 replicated the effect in a workout context and examined poster gender as a potential moderator. Across both studies, results showed that numbers-framed posts decrease perceived warmth, which in turn lowers engagement intention. Although Study 2 examined the role of poster gender, the interaction between framing and gender was not statistically significant. The findings contribute to the self-quantification literature by (1) introducing a novel audience-centered perspective, and (2) showing that quantified framing negatively influences engagement by undermining perceived warmth.