Instagram微網紅呈現之圖片品質對準社會關係、意見領袖力與用戶行為意圖之影響
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2022
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隨著自媒體的興起，具有獨特魅力的人物利用各大社群媒體展現其特質且發揮影響力而成為了網紅。在眾多的社群媒體當中，Instagram是一款以圖片、影像溝通為主，並且深受年輕人喜愛的一款社群媒體平台，因此許多網紅選擇以Instagram經營個人帳號。有研究證實，視覺效果已成為影響消費者參與的關鍵因素，究竟圖片的視覺刺激如何影響消費者參與？為了回答此一研究問題，本研究旨在探討Instagram網紅所呈現的圖片品質及特徵是否能夠增進其與粉絲間的準社會關係以及增強網紅的意見領袖力，以及是否有助於增進行為意圖的影響。本研究透過網路問卷平台向Instagram使用者發放問卷，最後蒐集到320筆有效樣本，並從問卷回答者獲得了245名追蹤人數大於一萬人的網紅（個人）名單。經由研究分析發現，在五個圖片品質特徵中，資訊性及原創性的圖片是最有影響力的；圖片對於意見領袖的有顯著的提升效果，且意見領袖性對行為意圖的影響也較準社會關係的影響大。
With the rise of self-media, individuals with unique personalities have become so-called Micro-celebrities or Micro-Influencers. Studies have confirmed that visual effects have become a key factor influencing consumer participation.Instagram is a social media platform that is popular among young people, and it mainly focuses on pictures and video communication. Therefore, many Internet celebrities have chosen Instagram to run their personal accounts.How does the visual stimulation of images affect consumer engagement? To answer this research question, this study aims to investigate whether the quality and characteristics of the images presented by Micro-Influencers can enhance the para-social relationship between the fans and their opinion leadership, as well as the influence of behavioral intentions on fans.A total of 320 valid questionnaires were distributed through an online questionnaire platform, and a list of 245 individual micro-influencers with more than 10,000 followers were collected from the respondents.This study showed that among the five image quality characteristics, informative and original images were the most influential; the images themselves had a greater influence on opinion leaders, and the influence of opinion leadership on behavioral intention was greater than that of para-social relationships.
With the rise of self-media, individuals with unique personalities have become so-called Micro-celebrities or Micro-Influencers. Studies have confirmed that visual effects have become a key factor influencing consumer participation.Instagram is a social media platform that is popular among young people, and it mainly focuses on pictures and video communication. Therefore, many Internet celebrities have chosen Instagram to run their personal accounts.How does the visual stimulation of images affect consumer engagement? To answer this research question, this study aims to investigate whether the quality and characteristics of the images presented by Micro-Influencers can enhance the para-social relationship between the fans and their opinion leadership, as well as the influence of behavioral intentions on fans.A total of 320 valid questionnaires were distributed through an online questionnaire platform, and a list of 245 individual micro-influencers with more than 10,000 followers were collected from the respondents.This study showed that among the five image quality characteristics, informative and original images were the most influential; the images themselves had a greater influence on opinion leaders, and the influence of opinion leadership on behavioral intention was greater than that of para-social relationships.
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網紅, 圖片品質, 準社會關係, 意見領袖, 行為意圖, micro-celebrity, image quality, para-social relationship, opinion leadership, behavior intention