隨著社群媒體蓬勃發展，其中Instagram的成長性之高，使品牌企業紛紛加入社群媒體行銷，究竟這些行銷方式對於消費者看待品牌的想法為何、能不能成功打動消費者是值得探討的議題。故本研究旨在瞭解品牌透過社群媒體–Instagram貼文來行使品牌擬人化策略是否對於消費者看待品牌會有所有影響，並同時考慮自我概念品牌投入在其中扮演的角色。研究方法採用問卷調查法，透過網路問卷形式，共收到329份的有效問卷。研究結果發現品牌擬人化類型對於消費者的品牌獨特及品牌共鳴有顯著且正向影響，消費者自我概念品牌投入程度高低對於消費者的品牌獨特及品牌喜好有顯著且正向影響。品牌獨特、品牌喜好、品牌共鳴對於顧客契合及品牌信任有顯著且正向影響，品牌共鳴對於企業社會責任溝通有顯著且正向影響。而結論需求在自我概念品牌投入經由品牌獨特對顧客契合及社會責任溝通的影響中具調節效果。本研究學術上的貢獻在於闡述品牌擬人化類型對於消費者行為的解釋。實務上則提供品牌或企業在進行品牌擬人化策略及社群媒體經營，所需考量之參考建議。;In recent years, Instagram has gained numerous users that propel companies all shape and sizes to start promoting their brand or product through this platform Building on the literature, the purposes of this study are to explore the influences of brand anthropomorphism in Instagram posts along with consumers’ brand engagement in self-concept (BESC) on consumer behavior. An online survey was conducted with convenience sampling, which collected data from 329 consumers who are Instagram users. The results indicated that brand anthropomorphism types had significant influences on brand uniqueness and brand resonance. BESC had significant influences on brand uniqueness and brand love. Also, brand uniqueness, brand love and brand resonance had significant influences on consumer engagement and brand trust. Brand resonance had significant influences on corporate social responsibility (CSR) communication. In addition, need for closure moderated the relationships between BESC and CSR communication through brand uniqueness. In conclusion, this study contributes to explain role of brand anthropomorphism and BESC in consumers’ decision-making. Practically, the study provides suggestions for brands and corporates to leverage the use of Instagram strategically.
