國立屏東大學學報:管理類
2022/12
第五期 (Vol.5)
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Instagram美食打卡文內容力、美食動機對消費意圖之影響：衝動特質調節觀點
The Effect of Instagram Check-Ins and Gourmet Motivation on Consumption Intentions: The Moderating Role of Impulsive Traits.
柯惠玲
Ko, Hui-Ling
沈芳均
Shen, Fang-Jun
朱利玟
Zhu, Li-Wen
黃宜家
Huang, Yi-Jia
楊安婷
Yang, An-Ting
張予涵
Chang, Yu-Han
洪靖姿
Hung, Ching-Tzu
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【中文摘要】
很多消費者在進行購買決策前，都會觀看網友的消費經驗，而店家亦藉由誘因的提供鼓勵消費者透過社群加以宣傳，近年來Instagram的使用蓬勃發展，美食打卡文更成為趨勢下的產物。
過去許多研究多著重於打卡動機及其分享行為的研究，較少致力於打卡文觀後行為，及對其消費意圖的影響。所以本研究主要在探討Instagram美食文打卡文內容力、美食動機、對消費意圖的影響，並探討衝動特質之調節角色。
本研究透過網路進行問卷調查，總共蒐集202份樣本，研究發現，美食打卡文及美食動機對消費意圖有顯著正向影響，其中美食動機對消費意圖受到衝動特質之調節效果所影響。最後針對研究結果提出建議，供未來研究人員及美食行銷人員決策參考。
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【中文關鍵字】
Instagram美食打卡文;美食動機;衝動特質;消費意圖
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【英文摘要】
Consumers will make decisions based on other consumer’ experiences. Instagram gourmet check-ins have become more and more popular. Stores encourage Instagram users to check-ins by providing incentives.
In the past, many studies have focused on the motivation of check-ins and their sharing behavior, and have less on the influence of check-ins behavior on their consumption intentions. This study focuses on the effect of Instagram check-ins and gourmet motivation on consumption intentions by investigating the moderating role of impulsive traits.
The study, which collected a total of 202 samples through a web-based questionnaire, found that Instagram check-ins and gourmet motivation had significant positive effects on consumption intentions, and the effect of gourmet motivation on consumption intentions was moderated by impulsive traits. Some suggestions are proposed for researchers and marketers.
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【英文關鍵字】Instagram check-ins;gourmet motivation;impulsive traits;consumption intentions
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