Instagram紅人推薦會影響購買意圖嗎？探討外貌自尊與社群媒體投入之影響

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吳興雅(Hsing-Ya Wu) 查詢紙本館藏

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企業管理學系

論文名稱

Instagram紅人推薦會影響購買意圖嗎？探討外貌自尊與社群媒體投入之影響
(Will Instafamous impact buying intention? The influence of appearance self-esteem and social media engagement)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ Instagram
★ IG紅人
★ 外貌自尊
★ 社群投入
★ 購買意圖

關鍵字(英)

★ Instagram
★ Instafamous
★ appearance self-esteem
★ social media engagement
★ buying intention

論文目次

摘要 I
ABSTRACT II
誌謝 III
目錄圖目錄 IV
圖目錄 VII
表目錄 VIII
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
第二章文獻探討 6
2-1 社群媒體 6
2-1-1 社群媒體(Social media) 6
2-1-2 高度視覺化社群媒體(Highly-visual social media) 7
2-2 購買決策過程與購買意圖 10
2-2-1 購買決策過程(The customer buying process) 10
2-2-2 購買意圖(Purchase intention) 11
2-3 外貌自尊 11
2-3-1 身體意象(body image) 11
2-3-2 外貌比較(Appearance comparisons) 12
2-3-3 外貌自尊(Appearance self-esteem) 13
2-4 社群投入 14
2-4-1 社群媒體意見領袖 (Social media influencer) 14
2-4-2 社群媒體投入(Social media engagement) 15
2-4-3 資訊性 16
2-4-4 認同感 18
2-4-5 社會互動 19
2-4-6 娛樂性 20
第三章研究方法 22
3-1 研究架構 22
3-2 研究樣本 22
3-3 研究工具 23
3-4 研究步驟 24
第四章研究結果 27
4-1 樣本描述性統計 27
4-2 信度分析 28
4-3 效度分析與模型是配適度檢定 29
4-4 變項間之相關分析 32
4-5 階層迴歸分析 33
第五章討論與建議 39
5-1 研究結果與討論 39
5-2 管理意涵 41
5-3 研究限制與未來建議 43
參考文獻 45
附錄：研究問卷 54

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指導教授

杜秉叡鄭明松

審核日期

2018-6-28

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