探討沉浸體驗在社群媒體行銷中對行為意圖之影響—以Instagram使用者為例

隨著科技的發展與進步，社群媒體行銷已成為現今流行的工具之一，越來越多人會利用Instagram作為新型的行銷工具，其中，充滿著豐富的資訊性與娛樂性，更是人們互動的媒介，許多使用者早已從Facebook上產生轉移的現象。而Instagram擁有強大的特色為限時動態之功能，藉此吸引使用者的目光，記錄著每個人的生活與近況，並縮短了人與人之間的距離，更成為年輕人愛不釋手的社群媒體。因此，本研究以Instagram使用者為研究對象，探討沉浸體驗是否會影響使用者的態度，並了解社群媒體行銷是否會對使用者態度與後續的行為意圖產生影響。本研究採用問卷調查法的方式收集資料，以網路問卷進行發放，回收有效樣本總計為576份，並透過SPSS統計軟體之迴歸模式來驗證社群媒體行銷、態度、沉浸體驗、推薦意圖、持續使用意圖與知識分享意圖之間的關聯性。研究結果發現，第一，社群媒體行銷之娛樂性、資訊性、互動性對於使用者態度有正向的影響效果，而社群媒體行銷之口碑對於使用者態度的影響則不顯著。第二，沉浸體驗對於使用者態度有正向的影響效果。第三，使用者態度對於推薦意圖、持續使用意圖、知識分享意圖具有顯著的影響效果。

關鍵字

社群媒體行銷；沉浸體驗；態度；行為意圖

並列摘要

With the development and advancement of technology, social media marketing has become one of the popular tools nowadays. Many people use Instagram as a new marketing tool, which is full of rich information and entertainment, and is a medium for people to interact with each other, making people use Facebook less. Instagram is famous for its story, which attracts the attention of users, records everyone's life and current situation, and shortens the distance between people, making it a social media that young people love. This study uses Instagram users to investigate whether the flow experience affects users' attitudes and to understand whether social media marketing has an impact on users' attitudes and behavioral intentions. A total of 576 valid samples were collected using a questionnaire. The correlation between social media marketing, attitudes, flow experience, recommendation intention, continuance intention and knowledge sharing intention was verified by regression model using SPSS statistical software. The study found that, first, the entertainment, information, and interaction of social media marketing had a positive effect on users' attitudes, while the word-of-mouth of social media marketing had a less significant effect on users' attitudes. Second, the flow experience has a positive effect on the user's attitude. Third, user attitudes have a significant effect on the recommendation intention, continued intention and knowledge sharing intention.