隨著長壽社會議題受到重視，加上社群媒體應用的普及，除了助於樂齡族培養長壽素養外，另一方面，也有研究開始釐清其之社群媒體使用動機以滿足其需求。然而，隨著社群媒體使用率逐漸提升，樂齡族社群媒體成癮的議題亦逐漸受到關注，但現有研究對於樂齡族社群媒體使用動機與社群媒體成癮之間的關聯，以及其形成過程，仍缺乏整合性的探討。因此，本研究運用鉤癮模式，探討樂齡族之社群媒體使用動機與社群媒體成癮傾向之現況及其關聯，以詮釋樂齡族社群媒體成癮之形成過程。
本研究採量化與質化並行之混合研究取徑，量化部分以問卷調查法蒐集資料，共取得198份有效問卷，並透過驗證性因素分析以及結構方程模型進行分析；質化部分則招募10位樂齡族進行半結構式深度訪談，以深入了解其社群媒體使用經驗，並作為量化研究結果之補充與驗證，提升研究結果之完整性與可信度。綜整研究結果，樂齡族較常使用之社群媒體平台為YouTube與Facebook，使用行為主要為被動接收類型之活動；使用動機則以資訊尋求與放鬆娛樂兩者為主。社群媒體成癮方面，樂齡族整體成癮傾向偏低，但亦有部分使用者已呈現使用依賴與自我調節困難之現象。另外，透過結構方程模型之路徑分析結果顯示，自我認同與放鬆娛樂動機為影響社群媒體成癮傾向的主要因素，亦表現出成癮傾向較與使用者內在心理需求相關。此外，訪談結果亦支持鉤癮模式於樂齡族社群媒體使用過程之解釋力，惟其使用過程之內在心理因素較外在刺激更能影響持續使用行為。針對此結果，本研究建議相關單位未來在推動樂齡族數位進用時，應進一步融入資訊辨識、自我調節與健康使用觀念，以提升其數位福祉，協助建立正向且平衡之社群媒體使用習慣。

With the increasing attention given to issues related to an aging society and the widespread adoption of social media applications, social media has not only contributed to the development of longevity literacy among older adults but has also encouraged research exploring their motivations for social media use to better understand how their needs are fulfilled. However, as social media usage among older adults continues to increase, concerns regarding social media addiction have gradually emerged. Nevertheless, existing studies have provided limited integrated discussions regarding the relationship between older adults’ social media use motivations and social media addiction, as well as the process through which such tendencies develop. Therefore, this study applies the Hook Model to investigate the current status and relationship between older adults’ social media use motivations and social media addiction tendencies, aiming to interpret the formation process of social media addiction among older adults.
This study adopts a mixed-methods research approach combining quantitative and qualitative methods. The quantitative phase collected data through a questionnaire survey, obtaining 198 valid responses, which were analyzed using confirmatory factor analysis and structural equation modeling. The qualitative phase recruited 10 older adults for semi-structured in-depth interviews to gain a deeper understanding of their social media usage experiences. The qualitative findings were used to supplement and validate the quantitative results, thereby enhancing the comprehensiveness and credibility of the research findings.
The results indicate that YouTube and Facebook are the most frequently used social media platforms among older adults, and their usage behaviors are primarily characterized by passive consumption activities, such as viewing and browsing. Regarding social media use motivations, information seeking and relaxation and entertainment were identified as the primary motivations. In terms of social media addiction, older adults generally demonstrated a low tendency toward addiction; however, some individuals exhibited signs of dependency and difficulties in self-regulation. Furthermore, path analysis based on structural equation modeling revealed that self-identity and relaxation and entertainment motivations were the primary factors associated with social media addiction tendency, suggesting that addiction tendency is more closely related to users’ underlying psychological needs rather than merely external behavioral indicators, such as usage time or frequency. Additionally, interview findings supported the explanatory capability of the Hook Model in understanding older adults’ social media usage processes. However, compared with external stimuli, internal psychological factors appeared to play a more influential role in shaping continued usage behaviors. Based on these findings, this study suggests that relevant organizations should incorporate information literacy, self-regulation, and healthy usage concepts into digital inclusion initiatives for older adults, thereby enhancing their digital well-being and facilitating the development of positive and balanced social media usage habits.

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