Instagram貼文手法對使用者行為模式影響之研究

Abstract

COVID-19的影響下，隨著各國封鎖的政策實施，戶外實體活動逐漸縮減，大眾待在家中的時間越來越多，人們對於網路需求的使用率逐漸上升，社群媒體也成為大眾對外發聲的主要管道，進而發展成「零接觸」的新型態社交模式，由於生活型態上的改變，影響人們接收訊息的方式。本研究以Instagram作為研究的載體，探討使用者在新媒體上的使用情形，從三種動態貼文的設計面向，分析使用者接收訊息後，對於使用者行為模式的影響。本研究根據文獻，提出Instagram平台三個自變項：「圖形」、「色彩」、「文字」。從「廣告說服」態度改變理論的認知、情感、行為三種成分以及社群媒體參與理論之不同社群裝置對應不同的表現行為，提出Instagram「按讚」、「留言」、「分享」、「珍藏」作為分析表現行為的依變項。本研究針對Instagram的使用族群，在限定期間內對Instagram用戶發布的「圖片式貼文」，影響Instagram使用者行為模式的改變，進行李克特五階量表的問卷調查，再依據問卷的內容進行Z檢定與ANOVA變異數分析，檢定上述自變項和依變項的連動關係。Under the influence of COVID-19, with the implementation of blockade policies in various countries, outdoor physical activities have gradually been reduced, the public is spending more and more time at home, people's use of Internet needs has gradually increased. The main channel for voicing has developed into a new type of "zero-contact" social mode. Due to changes in lifestyles, the way people receiving information is altered.

This study uses Instagram as the research object to explore the users’ preference of on new media, and analyzes the impact on user responding patterns after users receive messages from dynamic posts designed from three aspects. From the cognitive, emotional, and behavioral components of the attitude change theory of"advertising persuasion" and the social participation theory that states different social device corresponds to different performance behavior, we propose that Instagram "like", "comment", "share", "collection" as the dependent variables for analyzing responding behavior. This research investigates the group of Instagram users, within a limited period of time, whose responding modes will be changed by the of Instagram "picture posts" styles. The Z test and ANOVA were carried out to test the relationship between the above independent and dependent variables.