面對日益激烈的市場競爭和逐漸崛起的Z世代消費群體，奢侈品牌在Instagram上的廣告投放策略成為關鍵議題。然而，現有研究對不同廣告類別如何影響Z 世代廣告效果的探討相對有限。本研究針對 Instagram 上不同廣告類別對 Z 世代奢侈品牌廣告效果的影響進行了探討，並研究廣告價值在此過程中的中介作用。以 307 名年齡介於 18 至 27 歲的 Instagram 用戶為樣本(男性 113 位，女性 194 位)。透過問卷分析結果顯示，限時動態較貼文有較高的購買意願，以及錯失恐懼在廣告類型與廣告效果之間具有顯著的中介效果。本研究填補了現有文獻對 Z 世代廣告價值研究的空白，建議未來研究可擴大樣本範圍，例如年齡及品牌選擇，探討更多廣告類別及其內容元素對廣告效果的影響，以提供更全面的見解，幫助品牌選擇適合的廣告形式，有效的與目標客群互動。;In the face of an increasingly intense market competition and the rise of Generation Z(Gen-Z) consumer group,advertising strategies for luxury brands on Instagram havebecome an important issue. However, existing research on potential effects of advertising format and advertising effectiveness among Gen Z consumers is relatively underexplored. This study investigated luxury brand advertising effectiveness of Instagram ad format in a Gen-Z sample. The study also examined the mediating role of advertising value on advertising format and effectiveness. A sample of 307 Instagram users (113 male; 194 female) was collected, each completed a questionnaire. Results indicated that story stimulated higher purchase intention than post. In addition, Fear of missing out (FOMO) has a significant mediating effect on the association between advertising type and advertising effectiveness. This study contributes to in existing literature on Gen-Z′s responsesto Instagram ads, providing specific market practice recommendations for luxury brands. Future research could expand the sample range like ages or brands, and explore more ad formats and content elements to provide more comprehensive insights. Brands could choose suitable advertising formats and interact with target customer groups more effectively.
