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    题名: Instagram AR 濾鏡：互動性與品牌奢侈度透過品牌參與對品牌依戀及購買意圖之調節中介模型
    AR Filters on Instagram: The Moderated Mediation Model of the Effects of Interactivity and Brand Luxuriousness on Brand Attachment and Purchase Intention through Brand Engagement
    作者: 謝家聲
    Hsieh, Chia-Sheng
    贡献者: 林日璇
    Lin, Jih-Hsuan
    謝家聲
    Hsieh, Chia-Sheng
    关键词: Instagram
    AR 濾鏡
    社群行銷
    互動性
    自我概念中的品牌參與
    品牌奢侈程度
    品牌依戀
    購買意圖
    Instagram
    AR filters
    social media marketing
    interactivity
    brand engagement in self-concept
    brand luxuriousness
    brand attachment
    purchase intention
    日期: 2024
    上传时间: 2024-04-01 14:23:42 (UTC+8)
    摘要: 社群媒體 Instagram 不僅是當代重要的社交平台，也是品牌行銷的重要渠道之一，品牌的社群經營與行銷策略更隨之發展出許多概念與新技術。其中，將 AR 技術應用至社群平台的 AR 濾鏡行銷應運而生，透過在 AR 濾鏡加入具有互動性的品牌或是產品相關元素，能夠提供消費者體驗虛擬商品並與品牌產生有別以往的雙向互動。

    有鑒於此一新興的品牌行銷形式，本研究採用線上實驗法，以 2（互動性：高 vs. 低）× 2（品牌奢侈程度：高 vs. 低）的受測者間設計，並加入自我概念中的品牌參與為中介，觀察參與者在不同情境下，對於品牌依戀及購買意圖是否會所有差異。研究結果發現，雖然互動性與品牌依戀和購買意圖之間沒有顯著關係，但是自我概念中的品牌參與對品牌依戀及購買意圖皆能帶來顯著的影響。
    Instagram is not only an important social media platform but also a crucial channel for brand marketing. This has led to the development of numerous concepts and new technologies for brands' social management and marketing strategies. One of these is AR filter marketing, which applies AR technology to social platforms. By adding interactive brand or product-related elements to AR filters, consumers can experience virtual products and interact with the brand in a different way than they have in the past.

    This study conducted an online experiment with a 2 (interactivity: high vs. low) × 2 (brand luxuriousness: high vs. low) between-subjects design, mediated by brand engagement in self-concept. The study examined whether participants showed differences in brand attachment and purchase intention under different conditions. The results show that although there is no significant relationship between interactivity and brand attachment or purchase intention, brand engagement in self-concept significantly affects both brand attachment and purchase intention.
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