高度視覺化社群媒體Instagram的出現造就了許多IG紅人，他們的行為、分享的內容具一定的散播力、影響力。追蹤者透過長期的互動，進而會對其產生社群投入，而社群互動和消費者行為會對購買意圖產生影響。高度視覺化社群媒體口碑行銷變得更加具有吸引力，然而高度視覺化社群媒體的使用會對使用者產生負面的身體意象與心理健康問題。本研究將探討Instagram使用者的外貌自尊、社群媒體投入與購買意圖之關係。本研究採取問卷法，共收集232筆資料進行分析。通過實證研究發現，Instagram使用者的外貌自尊對購買意圖具有影響效果，而社群媒體投入內的資訊性與認同感對外貌自尊與購買意圖具有中介效果。;Instagram has been known as a highly-visual social media. Prior research indicated that the use of social media is related to body image concerns and poorer mental health in youth. The growth of Instagram continues, with the majority of its users being youth. Instagram made many Instafamous, having influence power to their followers. This study investigates the impact of Instagram upon appearance self-esteem, social media engagement and consumer buying intention. Using Internet survey, 232 valid questionnaires were analyzed. The result shows that appearance self-esteem and consumer buying intention is positively correlated. Information and personal identity in social media engagement mediated the relationship between appearance self-esteem and consumer buying intention. The implications of the findings, limitations, future research directions and managerial implications were discussed.
