探索 Instagram 美食網紅的圖片溝通方式與互動率之關係

Abstract

隨著行動網路的普及以及視覺溝通時代的來臨，圖像化社群媒體快速竄起，引領時下潮流，其中，Instagram是一款以圖片溝通為主軸，現今相當熱門的圖像化社群媒體。近年來，用餐前先拍照記錄的「相機食先」已形成一種新興現象，許多樂於分享美食圖片的人們建立起美食社群，成為知名的美食網紅，而由於Instagram 著重於圖像分享的特性且提供高品質圖片分享，因此許多美食網紅選擇以Instagram 經營個人美食帳號。 當前國內外有許多關於Instagram的研究，但國內對於Instagram圖片溝通方式仍有許多研究空間。因此，本研究將以Instagram上的美食網紅作為研究對象，採用內容分析的方式，以圖片主觀性及圖片專業性兩項主要變數來探討在Instagram上不同的圖片溝通方式對於互動率之影響。 研究結果顯示，Instagram美食網紅使用不同圖片溝通方式確實會影響互動率，其中，圖片專業性對於互動率的影響高於圖片主觀性。由此可見，Instagram美食網紅若能增強其上傳之美食圖片專業性，將可以提高該則美食圖片之互動率。

Social media is now all the rage as mobile internet become more and more prevalent. In addition, the world has entered the era of image sharing, which has led to the rapid rise of visual-based social media. Instagram is a social media focused on visual communication, allowing users to post photos or videos and share their daily lives. It has become the most popular social media for young people nowadays. The marketing issues on Instagram are worth exploring. The " take food porn pictures " phenomenon of taking photos before the meal has also formed a trend, and many Instagram Food Influencers have written food reviews. In recent years, there have been many researches on Instagram. However, most of the domestic research topics on Instagram are brand communication and Internet celebrity marketing, researchers have not extensively examined pictural communication methods on Instagram. Therefore, this research will use content analysis to explore the relationship between Instagram food influencers’ pictural communication methods and engagement rate with the subjectivity and professionalism of the pictures. The research results show that Instagram food influencers use different pictural communication methods will affect engagement the rate. The professionalism of pictures affects the engagement rate more than the subjectivity of pictures. In view of this, if Instagram food influencers can enhance the professionalism of the published food pictures, the engagement rate of the food pictures will be improved.