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題名 探討美妝圖片內容力與五大人格特質對按讚行為之影響
The Influence of Image Power of Beauty Products and Big Five on Like Click Behavior作者 柯岱伶
Ko, Tai-Ling貢獻者 洪為璽
Hung, Wei-Hsi
柯岱伶
Ko, Tai-Ling關鍵詞 Instagram
圖片內容力
五大人格特質
按讚行為
美妝
Instagram
Image power
Big five personality traits
Like click behavior
Beauty products日期 2020 上傳時間 2-Sep-2020 11:45:34 (UTC+8) 摘要 由於網路的普及，使得社群媒體幾乎無處不在，尤其對年輕族群更為重要，其中Facebook與Instagram是最常見的平台。有超過八成的台灣網路使用族群曾經用過Facebook或Instagram，其中Instagarm的每則貼文互動率是Facebook的四倍之高，這也促使Instagram成為新一代各大品牌網路社群行銷兵家必爭之地。由於社群媒體的對話重心已逐漸從文字轉變為圖片，以圖像為主的社群媒體成為了廣告行銷的新寵兒。「視覺成像」的特性讓廣告主不必再絞盡腦汁地發想文案，而是轉而拍出一張有故事性的圖片以傳達的其理念與產品行銷。另一方面，UGC的風行推動更多自媒體的者在Instagram和YouTube的等圖像影音平台生成內容，促進全球美妝市場成長，同時成為Instagram上傳圖片主要類型之一。因此本研究將以Instagram 美妝圖片作為研究情境，探討美妝圖片內容力與社群行為中最基礎者—按讚行為之間的關係。另一方面，本研究也會同時探討個人格特質與使用者之性別、年齡、教育程度、系統使用時間是否會影響美妝圖片內容力與按讚行為之關係。本研究以Instagram使用者為調查對象，共蒐集了831份有效問卷。研究結果顯示，知覺價值、資訊涉入、社群影響力皆會正向影響按讚行為，其中又以知覺價值影響最為大宗，調節部分則發現人格特質對圖片內容力與按讚行為有調節作用的影響，其中外向性、開放性、神經質與友善性皆有正向調節圖片內容力與按讚行為之關係；嚴謹性則為負向調節圖片內容力與按讚行為之關係。最後在教育程度與系統使用時間對知覺價值與按讚行為有正向調節作用；性別、年齡則無顯著關係。因此本研究歸納，圖片內容力與按讚行為存在著關聯，其中以能觸發觀看者知覺價值者更能提升其按讚行為機會，另外具外向性、開放性、神經質與友善性等人格特質可能會提升其按讚行為意願；教育程度高者、對系統黏著度高者同樣也會提升其按讚行為意願。本研究結果不僅可作為後續研究者發展圖片內容力之參考，同時也提供品牌管理者行銷決策之依據。
Over 80% of netizens in Taiwan are Facebook or Instagram users, while the interaction rate per post on Instagram is four times higher than Facebook`s, Instagram has become a new battleground for online community marketers.As conversations on social media has shifted from text to images, image-based social media platforms have become popular advertising and marketing spots. On the other hand, the popularity of user generated content (UGC) prompts more self-media users to generate content on image-based platforms such as Instagram and YouTube. This accelerate the growth of the global beauty market and beauty products have become one of the main photo categories uploaded on Instagram. Therefore, this study explores the relationship between power of image content and like click behavior by using images of beauty products on Instagram as research context. Moreover, this research also investigates whether the user’s personality traits, gender, age, education level, and system usage time affect the strength of the relationship between power of beauty products image content and the like click behavior.This study took Instagram users as respondents and collected 831 valid questionnaires in total. The research results show that perceived value, involvement, and source credibility all positively affect like click behavior, while perceived value is the most influential. Personality traits of the users, such as extraversion, openness, neuroticism and agreeableness, positively regulate the relationship between power of image content and like click behavior; whereas conscientiousness has negative influence on that.Finally, education level and systematic usage have a positive regulatory effect on perceived value and like click behavior. However, there is no significant relationship between gender and age. Therefore, this study concludes that there is a correlation between power of image content and like click behavior. In addition, users who have personality traits such as extraversion, openness, neuroticism and friendliness might enhance their willingness of like click behavior. Users with higher education level and higher system adhesion also increase their willingness to press like. The results of this study can not only serve as a reference for future researchers to develop image content, but also provide a basis for brand managers to make marketing decisions.參考文獻 1. 同溫層數據公司SocialSphere（民106年5月17日）。同溫層數據最新美妝報告。取自http://socialspheretw.com/news.php?cID=22. 財團法人台灣網路資訊中心（民108年12月22日）。 2019台灣網路使用報告。取自https://report.twnic.tw/2019/TrendAnalysis_globalCompetitiveness.html3. 傅珮雯(民99年)。Facebook網站上口碑行為之研究，（碩士論文）。取自臺灣博碩士論文系統。（系統編號 099NSYS5121098）。4. 劉雨涵(民107年)。 你 follow 她了嗎? 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國立政治大學
資訊管理學系
107356011資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107356011 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (Authors) 柯岱伶 zh_TW dc.contributor.author (Authors) Ko, Tai-Ling en_US dc.creator (作者) 柯岱伶 zh_TW dc.creator (作者) Ko, Tai-Ling en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Sep-2020 11:45:34 (UTC+8) - dc.date.available 2-Sep-2020 11:45:34 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2020 11:45:34 (UTC+8) - dc.identifier (Other Identifiers) G0107356011 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131490 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 107356011 zh_TW dc.description.abstract (摘要) 由於網路的普及，使得社群媒體幾乎無處不在，尤其對年輕族群更為重要，其中Facebook與Instagram是最常見的平台。有超過八成的台灣網路使用族群曾經用過Facebook或Instagram，其中Instagarm的每則貼文互動率是Facebook的四倍之高，這也促使Instagram成為新一代各大品牌網路社群行銷兵家必爭之地。由於社群媒體的對話重心已逐漸從文字轉變為圖片，以圖像為主的社群媒體成為了廣告行銷的新寵兒。「視覺成像」的特性讓廣告主不必再絞盡腦汁地發想文案，而是轉而拍出一張有故事性的圖片以傳達的其理念與產品行銷。另一方面，UGC的風行推動更多自媒體的者在Instagram和YouTube的等圖像影音平台生成內容，促進全球美妝市場成長，同時成為Instagram上傳圖片主要類型之一。因此本研究將以Instagram 美妝圖片作為研究情境，探討美妝圖片內容力與社群行為中最基礎者—按讚行為之間的關係。另一方面，本研究也會同時探討個人格特質與使用者之性別、年齡、教育程度、系統使用時間是否會影響美妝圖片內容力與按讚行為之關係。本研究以Instagram使用者為調查對象，共蒐集了831份有效問卷。研究結果顯示，知覺價值、資訊涉入、社群影響力皆會正向影響按讚行為，其中又以知覺價值影響最為大宗，調節部分則發現人格特質對圖片內容力與按讚行為有調節作用的影響，其中外向性、開放性、神經質與友善性皆有正向調節圖片內容力與按讚行為之關係；嚴謹性則為負向調節圖片內容力與按讚行為之關係。最後在教育程度與系統使用時間對知覺價值與按讚行為有正向調節作用；性別、年齡則無顯著關係。因此本研究歸納，圖片內容力與按讚行為存在著關聯，其中以能觸發觀看者知覺價值者更能提升其按讚行為機會，另外具外向性、開放性、神經質與友善性等人格特質可能會提升其按讚行為意願；教育程度高者、對系統黏著度高者同樣也會提升其按讚行為意願。本研究結果不僅可作為後續研究者發展圖片內容力之參考，同時也提供品牌管理者行銷決策之依據。 zh_TW dc.description.abstract (摘要) Over 80% of netizens in Taiwan are Facebook or Instagram users, while the interaction rate per post on Instagram is four times higher than Facebook`s, Instagram has become a new battleground for online community marketers.As conversations on social media has shifted from text to images, image-based social media platforms have become popular advertising and marketing spots. On the other hand, the popularity of user generated content (UGC) prompts more self-media users to generate content on image-based platforms such as Instagram and YouTube. This accelerate the growth of the global beauty market and beauty products have become one of the main photo categories uploaded on Instagram. Therefore, this study explores the relationship between power of image content and like click behavior by using images of beauty products on Instagram as research context. Moreover, this research also investigates whether the user’s personality traits, gender, age, education level, and system usage time affect the strength of the relationship between power of beauty products image content and the like click behavior.This study took Instagram users as respondents and collected 831 valid questionnaires in total. The research results show that perceived value, involvement, and source credibility all positively affect like click behavior, while perceived value is the most influential. Personality traits of the users, such as extraversion, openness, neuroticism and agreeableness, positively regulate the relationship between power of image content and like click behavior; whereas conscientiousness has negative influence on that.Finally, education level and systematic usage have a positive regulatory effect on perceived value and like click behavior. However, there is no significant relationship between gender and age. Therefore, this study concludes that there is a correlation between power of image content and like click behavior. In addition, users who have personality traits such as extraversion, openness, neuroticism and friendliness might enhance their willingness of like click behavior. Users with higher education level and higher system adhesion also increase their willingness to press like. The results of this study can not only serve as a reference for future researchers to develop image content, but also provide a basis for brand managers to make marketing decisions. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 4第二章 文獻探討 5第一節 社群媒體行銷 5一、 社群媒體 5二、 Instagram 6三、 Instagram 行銷 7四、 消費者參與 9第二節 圖片內容力 11一、 圖片內容力 11二、 美妝社群 12三、 知覺價值 13四、 涉入 15五、 社群影響力 15第三節 五大人格特質 18第四節 使用者因素 19第三節 按讚行為 21第三章 研究方法 22第一節 研究架構與假說 22一、 研究假說情境說明 22二、 變數之定義與衡量 29三、 問卷圖片刺激物篩選 30第二節 量表編修 33一、 圖片內容力 33二、 人格五大特質 35三、 人口統計變數 37四、 按讚行為 38第三節 問卷資料與發放對象 38一、 研究對象 38二、 問卷前測 38三、 正式問卷發放 38四、 樣本取得 38第四章 研究結果 39第一節 問卷發放與回收 39第二節 敘述性統計分析 40第三節 信度分析 41第四節 效度分析 42第五節 迴歸分析 52第六節 研究結果探討 56一、 知覺價值正向影響按讚行為 56二、 資訊涉入正向影響按讚行為 56三、 社群影響力正向影響按讚行為 57四、 人格特質對圖片內容力影響按讚行為有調節作用 57五、 教育程度對圖片內容力影響按讚行為有調節作用 59六、 系統使用時間對圖片內容力影響按讚行為有調節作用 59第五章 結論與建議 60第一節 研究結論 60第二節 學術與實務貢獻 62一、 學術貢獻 62二、 實務貢獻 62第三節 研究限制 63一、 實驗圖片類別單一 63二、 刺激物收集有限 63三、 樣本的限制 63第四節 未來研究建議 64參考文獻 65 zh_TW dc.format.extent 14916329 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107356011 en_US dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) 圖片內容力 zh_TW dc.subject (關鍵詞) 五大人格特質 zh_TW dc.subject (關鍵詞) 按讚行為 zh_TW dc.subject (關鍵詞) 美妝 zh_TW dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Image power en_US dc.subject (關鍵詞) Big five personality traits en_US dc.subject (關鍵詞) Like click behavior en_US dc.subject (關鍵詞) Beauty products en_US dc.title (題名) 探討美妝圖片內容力與五大人格特質對按讚行為之影響 zh_TW dc.title (題名) The Influence of Image Power of Beauty Products and Big Five on Like Click Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 同溫層數據公司SocialSphere（民106年5月17日）。同溫層數據最新美妝報告。取自http://socialspheretw.com/news.php?cID=22. 財團法人台灣網路資訊中心（民108年12月22日）。 2019台灣網路使用報告。取自https://report.twnic.tw/2019/TrendAnalysis_globalCompetitiveness.html3. 傅珮雯(民99年)。Facebook網站上口碑行為之研究，（碩士論文）。取自臺灣博碩士論文系統。（系統編號 099NSYS5121098）。4. 劉雨涵(民107年)。 你 follow 她了嗎? 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