探討台灣消費者對社群媒體之使用動機及行為—以 Instagram 為例

Abstract

隨著網際網路和社群媒體的蓬勃發展，不論是從消費端或是品牌端，社群媒體在行銷上扮演著日益重要的角色，消費者對於社群媒體的依賴性是越來越高，品牌端因應此趨勢，許多品牌也積極在像是Facebook或是Instagram這類型的社群媒體上成立自己的粉絲專頁，投放廣告、建立口碑行銷等等，使社群媒體不管在自媒體、付費媒體、或贏得媒體都扮演重要角色及媒介。 因此過往有許多學者已針對社群媒體進行許多相關研究，但是大部分都還是以Facebook作為研究標的居多，而 Instagram 文獻較少，但是隨著Instagram在全球活躍用戶數達十億人口，且社群參與率高過於Facebook等等趨勢可以看出Instagram在社群媒體的重要性日益重要，許多品牌目前也積極地進軍 Instagram 這塊市場，本研究之目的便是期望可以透過改良式延伸整合科技接受模式（Extended Unified Theory of Acceptance and Use of Technology），透過探討影響消費者使用Instagram意圖之相關動機，進一步提供品牌如何在Instagram上經營之建議，同時結合性別年齡等人口統計變數及生活型態將消費者進行區分，並探討不同型態消費者對於使用動機之差異。 研究最終發現，模型中各項動機對於使用意圖皆有正向顯著影響，且不同生活型態之消費者對於使用動機態度上確實存在顯著差異，因此品牌可以藉由不同之動機影響消費者對Instagram之使用意圖及使用行為。

The social media has played an important role in marketing due to the growth of the internet and active user in social media. The social media provide the brand a new channel to communicate and interact with customers and which can also collect more data on consumer behavior to improve the product and service, and more and more brands have built their own fan page on the social media such as Facebook and Instagram. The researchers have done many types of research on social media, and most of them focus on Facebook. However, with the growth of active user of Instagram and the engagement rate of Instagram is higher than Facebook, Instagram became more and more critical on social media marketing. In order to provide the suggestion on user motivation and behavior. This research uses Extended Unified Theory of Acceptance and Use of Technology model to investigate the Instagram motivation, intention and behavior of the consumer in Taiwan and try to figure whether the gender, age, and lifestyle influence the motivation of the Instagram. The major findings of this study are summarized as the following: (1) The motivations have a positive influence on the intention and the intention has a positive influence on the behavior. (2) Lifestyle would influence the motivation of using Instagram.