本研究之目的為探討社群媒體 Instagram 的使用動機對於品牌參與及購買意願之影響，以及廣告價值在使用動機與品牌參與、使用動機與購買意願之間的關係所產生的中介影響。本研究之抽樣主要以發放網路問卷為主，以社群媒體使用動機下的五項動機分類作為自變數，廣告價值為中介變數，並分別以品牌參與及購買意願作為應變數。研究結果發現，五項使用動機對消費者之品牌參與皆有顯著影響，且出現在 Instagram 上的贊助式廣告之廣告價值在此影響中皆存在部分中介效果。但以購買意圖為應變數時，廣告價值在品牌隸屬對購買意圖的影響中並無中介效果；廣告價值在機會尋求與對話性動機對購買意圖的影響中則是具有部分中介效果；廣告價值在娛樂性與調查性動機對購買意圖的影響中，則有完全中介效果。本研究於學術上運用使用與滿足理論探討Instagram使用對消費者品牌參與及購買行為之影響；實務上則可作為品牌或企業制定社群媒體行銷策略之參考。;The purposes of this study were to explore the effects of the motivational usage for Instagram on brand engagement and purchase intention respectively, and to examine the mediating effects of advertising value. An online survey was conducted with convenience sampling. The results showed that the five motivations, including brand affiliation, opportunity seeking, conversation, entertainment, and investigation, of using Instagram had significant influences on brand engagement, and that advertising value of sponsored ads on Instagram partially mediated the above mentioned influences. While the five motivations had significant influences on purchase intention, advertising value did not mediate the influence of brand affiliation on purchase intention. Moreover, advertising value partially mediated the respective influence of opportunity seeking and conversation motivation on purchase intention. Advertising value completely mediated the influence of investigative motivation on purchase intention. In conclusion, this study contributes to the application of uses and satisfaction theory in social media such Instagram and delves into its impact on consumers’ engagement and purchasing behavior. In practice, the study provides suggestions for brands or corporates to develop effective marketing strategies through social media.
