题名

要露臉嗎？Instagram圖片訊息內容的呈現方式對使用者互動意願之影響

并列篇名

Show Face or Not? Effects of Picture Messages & Product Types on User Interactive Intentions on Instagram

DOI

10.6295/TAMJ.202208_22(2).0004

作者

周宇貞(Yu-Jen Chou)；謝方瑜(Fang-Yu Hsieh)

关键词

Instagram ； 訊息呈現 ； 互動意願 ； Instagram ； message formats ； interaction intention

期刊名称

台灣管理學刊

卷期/出版年月

22卷2期（2022 / 08 / 01）

页次

61 - 81

内容语文

繁體中文
中文摘要

本研究探討Instagram貼文訊息呈現方式對使用者與該貼文的互動意願之影響。研究中建構2（圖片人像照片：有vs.無）×2（圖片的精緻程度：低vs.高）×2（產品類別：享樂產品vs.功利產品）之組間實驗設計。研究結果顯示，消費者在Instagram上的互動意願，會受到產品類別、圖片精緻程度與人像照片之影響。當Instagram照片中有出現人像、享樂性產品或是圖片精緻度高時都會提升使用者的互動意願。本研究之結果有助於學術發展，並提出實務建議可供企業參考。
英文摘要

This research explores the effects of post message formats on interaction intentions on Instagram. The authors conduct one 2 (face: included vs. non-included) × 2 (picture quality: low vs. high) × 2 (product: hedonic vs. utilitarian) between-subject experiment. The results suggest that a hedonic product, a higher quality picture, or a picture included face can induce consumers’ higher willingness to interact.
主题分类 社會科學 > 管理學
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被引用次数
  1. 陳瓊燕,陳于嫻,邱紹群,林思賢(2023)。AR美圖濾鏡可否展現與接納自我？。管理資訊計算，12(1)，73-88。
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