Instagram使用動機對品牌參與之影響：以廣告價值為中介變數

Examining the Effects of Motivational Usage for Instagram on Brand Engagement: The Mediating Role of Advertising Value

陳冠儒(Kuan-Ju Chen) ； 趙家彤(Chia-Tung Chao)

《行銷評論》 16卷1期 (2019/03) Pp. 53-80

摘要

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之影響，以及廣告價值在使用動機與品牌參與之間的關係所產生的中介效果。研究對象選定18至30歲的年輕Instagram使用者為目標族群，採用問卷調查的研究方法，共回收288份有效問卷。研究結果發現，五項使用動機：品牌隸屬、機會尋求、對話性、娛樂性、調查性對消費者的品牌參與皆有顯著影響，且出現在Instagram上贊助式廣告的廣告價值在此影響中皆存在部分中介效果。本研究於學術上運用使用與滿足理論來解釋Instagram使用對消費者品牌參與的影響；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。

關鍵字

Instagram ； 使用動機 ； 品牌參與 ； 廣告價值

並列摘要

The purposes of this study are to explore the effects of motivational usage for Instagram on brand engagement and to examine the mediating effects of advertising value in the relationships between motivational usage and brand engagement. A survey research method targeting Instagram users at the age between 18 and 30 was employed. The results (N=288) showed that the five motivations, including brand affiliation, opportunity seeking, conversation, entertainment, and investigation, for using Instagram had significant influences on brand engagement, while advertising value of sponsored content partially mediated the above mentioned influences. Theoretically, this study contributes to the application of uses and gratification theory in the social media realm. It also provides suggestions for brands or corporates to develop effective social media marketing strategies managerially.

並列關鍵字

Instagram ； motivational usage ； brand engagement ； advertising value

參考文獻

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