本研究探討Z世代使用表情符號時的社會心理認知動機與文意不一致之表情符號的使用態度，特別關注國家層面與情境層面的文化影響。本研究以使用與滿足理論及語言態度為基礎，採用準實驗設計，使用社群媒體風格的刺激材料，操控表情符號一致性與情緒強度。研究測試了六個動機變項（即獨特性的滿足需求、歸屬感、抒發情緒、尋求情緒支持、表達幽默、保全面子）及六個態度變項（理解力、適當性、創意性、採用度、好感度、智慧性）。結果顯示，與文意不一致表情符號使用與獨特性的滿足需求、歸屬感、幽默及保全面子等動機因子呈現顯著相關，而情緒釋放與尋求情緒支持等因子則與文意一致性表情符號使用呈現顯著相關。在態度方面，與文意不一致表情符號被認為更具創意性，但適當性與可理解性較低。其餘變項未顯示顯著效果。文化效果在情境層面（即線上空間個人主義）比國家層面（即集體主義與個人主義文化）更為顯著。年齡與性別等人口統計因素不顯著，而表情符號使用習慣則持續預測動機與態度。然而情緒強度則對使用表情符號之態度評價皆為負面影響，但與文意不一致表情符號配對時此效果得到緩解效果。整體而言，這些發現顯示Z世代將與文意不一致表情符號作為在公共數位空間中進行身份表達與自我呈現的策略工具，擴展了對表情符號功能的傳統理解。本研究揭示情境層面的文化取向比國家層面類別更具影響力，反映線上環境中的文化匯聚現象，同時提供對Z世代在線上空間中獨特隱私體驗的洞察。與文意不一致表情符號在情緒強度下的緩衝作用進一步突顯其在數位傳播中增強詮釋流暢性的潛力。實務意涵將在結論部分進一步討論。

This study examined Generation Z’s perceived socio-psychological motivations and attitudes toward incongruent emoji use, with particular attention to cultural influences at both national and situational levels. Grounded in Uses and Gratifications Theory and the concept of language attitudes, the study employed a quasi-experimental design using social media-style stimuli in which emoji congruence and emotional intensity were manipulated. Six motivational (i.e., fulfilling a need for uniqueness, feeling a sense of belonging, releasing emotions, seeking emotional support, expressing humor, and saving one’s face) and six attitudinal variables (i.e., comprehensibility, appropriateness, creativity, adoptability, favorability, and intelligence) were tested. Results indicated that incongruent emoji use was significantly associated with motivations such as expressing uniqueness, belonging, humor, and saving face, while releasing emotions and seeking emotional support were more clearly linked to congruent emojis. In terms of attitudes, incongruent emojis were perceived as more creative but less appropriate and comprehensible. The remaining variables showed no significant effects. Cultural effects were more pronounced at the situational level (i.e., online space individualism) than the national level (i.e., collectivist vs. individualist cultures). Demographic factors like age and gender were non-significant, while emoji use habits consistently predicted both motivations and attitudes. Emotional intensity had a broadly negative effect on attitudes, but this was mitigated when paired with incongruent emojis. Overall, these findings suggest that Generation Z uses incongruent emojis as strategic tools for identity expression and self-presentation in public digital spaces, expanding traditional understandings of emoji affordances. The study reveals that situational-level cultural orientations are more influential than national-level categories, reflecting cultural convergence in online environments, while also providing insights into Generation Z's distinctive privacy experiences in online spaces. The buffering role of incongruent emojis under emotional intensity further highlights their potential for enhancing interpretive fluency in digital communication. Practical implications are further addressed in the conclusion section.

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