Instagram濾鏡之品牌參與：以自我提升探討使用者之分享意圖

Abstract

AR技術漸漸地融入至社群媒體中，Instagram品牌濾鏡即是一種時下盛行的應用方式，個人在社群媒體上已不再是完全匿名、去線索化，使用者也能夠藉由與品牌自拍在線上環境中創建個人正面的形象以累積社會關係。另外一方面，隨著品牌開始將更多行銷預算投入在試圖讓消費者與品牌自拍之線上活動，品牌與使用者在社群媒體上的互動之相關研究也日漸重要。因此，本研究由自我提升的構面切入並提出一模型架構，探究Instagram品牌濾鏡的特徵（娛樂、美學、知覺互補性、象徵性品牌概念、個性化體驗）對使用者所感知到的外在利益（社會互動）、內在利益（自我表達）之影響，進而影響分享意圖之間的相互關係。研究結果顯示，(1) Instagram 品牌濾鏡的美學、知覺互補性、象徵性品牌概念、個性化體驗特徵，對使用者的感知外在利益（社會互動）分別皆有正向影響；(2) Instagram 品牌濾鏡的美學、象徵性品牌概念、個性化體驗特徵，對使用者的感知內在利益（自我表達）分別皆有正向影響；(3)使用者的感知外在利益（社會互動）與內在利益（自我表達）對分享意圖分別皆有正向影響。Augmented Reality is gradually integrated into social media. Instagram filter is an obvious example. Users are no longer completely anonymous and de cued on social media. People can also create a positive personal image in the online environment by taking selfie with the brand to accumulate social relations. On the other hand, brands have begun to invest more marketing budgets in online activities that try to make users take selfies with brands, which makes the research on the interaction between brands and users on social media increasingly important. Therefore, this study applies Self-enhancement and proposes a model framework to explore the impact of instagram filter features (Entertainment, Aesthetics, Perceived complementarity, Symbolic brand concept, Personalized experience) on users' Perceived external benefits (Social interaction) and Internal benefits (Self-expression), and then affect users’ Sharing intentions. The results of this research show that: (1) the Aesthetics, Perceived complementarity, Symbolic brand concept and Personalized experience are important factors affecting users' Perceived external benefits (Social interaction); (2) The Aesthetics, Symbolic brand concept and Personalized experience are important factors affecting users' Perceived internal benefits(Self-expression); (3) Users' Perceived external benefits (Social interaction) and Internal benefits (Self-expression) have significant effect on Sharing intention.