以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究

The Study of the Actual Behavior of Instagram Users: Theory of Consumption Value and Theory of Reasoned Action

10.6626/MR.201612_16(2).0002

李勇輝(Yong-Hui Li)；黃靖文(Jing-Wen Huang)；邱怡嘉(Yi-Jia Chiu)

消費價值理論 ； 理性行為理論 ； 社群媒體 ； Instagram ； Theory of Consumption Value ； Theory of Reasoned Action ； Social Media ； Instagram

管理研究學報

16卷2期（2016 / 12 / 01）

31 - 57

繁體中文

近年來，全球興起社群媒體熱潮，圖像式社群媒體Instagram用戶迅速增長，為近期全球受歡迎的社群媒體之一，另外消費價值理論指出消費者的選擇是多重消費價值的函數，因此本研究主要探討影響使用者對於Instagram實際使用行為之價值因素。本研究依據消費價值理論與理性行為理論之觀點，以網路問卷方式蒐集Instagram使用者之意見。研究發現功能性價值、社會性價值、情感性價值、新奇性價值、情境性價值等五項消費價值因素對於Instagram態度有顯著正向影響，態度對於行為意圖有顯著正向影響，以及行為意圖對於實際行為有顯著正向影響。本研究進一步驗證行為意圖在態度與實際使用行為之間的關係扮演中介角色。本研究提出研究結論與建議，在實務上提供社群媒體業者作為未來行銷的改善方針，以及未來研究方向之建議。

In recent years, it has been a profound popularity to make use of social media around the world. Instagram, one of the most popular social media, has a dramatic growth in their number of users. This study is based on the theory of consumption value and theory of reasoned action to explore key factors of Instagram users' actual behavior. This study uses online-survey to collect users' opinions. The empirical results indicate that five factors of consumption value have significantly positive effects on attitude. Attitude has significantly positive effect on behavior intention. Behavior intention has significantly positive effect on actual behavior. This study further verifies the mediating role of behavior intention in the relationship between attitude and actual behavior. This study provides conclusions and suggestions. The results in practice provide social media practitioners with the guideline to improve their marketing strategies. The results also provide suggestions for future research.

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