本研究目的為探討Instagram廣告互動性與消費者的自我品牌連結對於網路口碑以及廣告態度的影響，更進一步探討在此情境下消費者的Instagram使用頻率以及錯失恐懼心理是否在上述決策過程中產生中介效果。研究方法採用2（互動性：高vs.低）╳ 2 （自我頻牌連結：高vs.低）實驗設計，並以線上實驗的形式進行抽樣與資料收集。研究結果發現，當消費者在高自我品牌連結的情況下，互動性高相較互動性低的Instagram廣告更能正向地影響消費者的網路口碑。然而，在自我品牌連結低的情況下，互動性高相較互動性低的Instagram廣告更能正向地影響消費者的廣告態度。此外，Instagram使用頻率在互動性對網路口碑以及廣告態度的影響上具有部分中介效果；在自我品牌連結對廣告態度的影響上具有部分中介效果。最後，錯失恐懼在互動性以及自我品牌連結對網路口碑和廣告態度的影響上具有部分中介效果。研究結果理論上闡明消費者面對Instagram廣告時的決策過程，實務上則可作為品牌或企業制定Instagram行銷策略之參考。;The purposes of this study were to explore the effects of interactivity of Instagram advertisements and self–brand connection on consumers’ eWOM and advertising attitude, and to further examine the mediating effects of Instagram intensity and fearing of missing out in the process. A 2 (interactivity: high vs. low) ╳ 2 (self–brand connection: high vs. low) between-subject experimental design was employed with online sampling and data collection. The results showed that in the condition of high self–brand connection, consumers had more positive eWOM to ads with high interactivity than ads with low interactivity. Similarly, in the condition of low self–brand connection, consumers had more positive attitude toward ads with high interactivity, compared to ads with low interactivity. In addition, consumers’ Instagram intensity partially mediated the relationships between interactivity and eWOM, and advertising attitude respectively. It also partially mediated the relationship between self–brand connection and advertising attitude. Lastly, fearing of missing out partially mediated the respective impact of interactivity and self–brand connection on eWOM or on advertising attitude. In conclusion, the research theoretically delineates the decision-making process of consumers in the face of Instagram ads. Managerially, the research provides suggestions for brands or companies to develop effective Instagram marketing strategies.
