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    题名: 探討美妝圖片內容力與五大人格特質對按讚行為之影響
    The Influence of Image Power of Beauty Products and Big Five on Like Click Behavior
    作者: 柯岱伶
    Ko, Tai-Ling
    贡献者: 洪為璽
    Hung, Wei-Hsi
    柯岱伶
    Ko, Tai-Ling
    关键词: Instagram
    圖片內容力
    五大人格特質
    按讚行為
    美妝
    Instagram
    Image power
    Big five personality traits
    Like click behavior
    Beauty products
    日期: 2020
    上传时间: 2020-09-02 11:45:34 (UTC+8)
    摘要: 由於網路的普及，使得社群媒體幾乎無處不在，尤其對年輕族群更為重要，其中Facebook與Instagram是最常見的平台。有超過八成的台灣網路使用族群曾經用過Facebook或Instagram，其中Instagarm的每則貼文互動率是Facebook的四倍之高，這也促使Instagram成為新一代各大品牌網路社群行銷兵家必爭之地。由於社群媒體的對話重心已逐漸從文字轉變為圖片，以圖像為主的社群媒體成為了廣告行銷的新寵兒。「視覺成像」的特性讓廣告主不必再絞盡腦汁地發想文案，而是轉而拍出一張有故事性的圖片以傳達的其理念與產品行銷。另一方面，UGC的風行推動更多自媒體的者在Instagram和YouTube的等圖像影音平台生成內容，促進全球美妝市場成長，同時成為Instagram上傳圖片主要類型之一。因此本研究將以Instagram 美妝圖片作為研究情境，探討美妝圖片內容力與社群行為中最基礎者—按讚行為之間的關係。另一方面，本研究也會同時探討個人格特質與使用者之性別、年齡、教育程度、系統使用時間是否會影響美妝圖片內容力與按讚行為之關係。
    本研究以Instagram使用者為調查對象，共蒐集了831份有效問卷。研究結果顯示，知覺價值、資訊涉入、社群影響力皆會正向影響按讚行為，其中又以知覺價值影響最為大宗，調節部分則發現人格特質對圖片內容力與按讚行為有調節作用的影響，其中外向性、開放性、神經質與友善性皆有正向調節圖片內容力與按讚行為之關係；嚴謹性則為負向調節圖片內容力與按讚行為之關係。最後在教育程度與系統使用時間對知覺價值與按讚行為有正向調節作用；性別、年齡則無顯著關係。因此本研究歸納，圖片內容力與按讚行為存在著關聯，其中以能觸發觀看者知覺價值者更能提升其按讚行為機會，另外具外向性、開放性、神經質與友善性等人格特質可能會提升其按讚行為意願；教育程度高者、對系統黏著度高者同樣也會提升其按讚行為意願。本研究結果不僅可作為後續研究者發展圖片內容力之參考，同時也提供品牌管理者行銷決策之依據。
    Over 80% of netizens in Taiwan are Facebook or Instagram users, while the interaction rate per post on Instagram is four times higher than Facebook`s, Instagram has become a new battleground for online community marketers.
    As conversations on social media has shifted from text to images, image-based social media platforms have become popular advertising and marketing spots. On the other hand, the popularity of user generated content (UGC) prompts more self-media users to generate content on image-based platforms such as Instagram and YouTube. This accelerate the growth of the global beauty market and beauty products have become one of the main photo categories uploaded on Instagram. Therefore, this study explores the relationship between power of image content and like click behavior by using images of beauty products on Instagram as research context. Moreover, this research also investigates whether the user’s personality traits, gender, age, education level, and system usage time affect the strength of the relationship between power of beauty products image content and the like click behavior.
    This study took Instagram users as respondents and collected 831 valid questionnaires in total. The research results show that perceived value, involvement, and source credibility all positively affect like click behavior, while perceived value is the most influential. Personality traits of the users, such as extraversion, openness, neuroticism and agreeableness, positively regulate the relationship between power of image content and like click behavior; whereas conscientiousness has negative influence on that.
    Finally, education level and systematic usage have a positive regulatory effect on perceived value and like click behavior. However, there is no significant relationship between gender and age. Therefore, this study concludes that there is a correlation between power of image content and like click behavior. In addition, users who have personality traits such as extraversion, openness, neuroticism and friendliness might enhance their willingness of like click behavior. Users with higher education level and higher system adhesion also increase their willingness to press like. The results of this study can not only serve as a reference for future researchers to develop image content, but also provide a basis for brand managers to make marketing decisions.
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