自媒體的攝影敘事策略對登山運動意願影響之研究

Abstract

本研究主要探討Fitspiration主題標籤與照片在Instagram興起，吸引許多瀏覽者的關注目光，又以戶外登山運動照片為實驗情境素材，但其照片內容化的視覺構圖及主題是否會影響一般大眾，進而助於提升登山運動的參與意願是研究目的。本研究從社會影響理論的觀點出發，依據學者定義「3種攝影主題（二分法、三分法、對角線）」與「3種攝影構圖（風景、人像、商業）」定義，採用「問卷調查法」與「眼動追蹤實驗法」兩種研究方法，驗證照片呈現形式對登山運動的影響，問卷題項包含：態度、行為意圖、自我提升動機、運動自我效能和運動意圖共五項量表，以單因子變異數分析進行資料處理，並在完成量表問項編制後，邀請登山專家、攝影師與圖文傳播學者等相關從事人員，協助審視問卷量表的語意切合度，作為專家效度參考。同時，本研究也使用眼動追蹤實驗，記錄受試者在實驗照片頁面區塊的停留時間與次數，釐清瀏覽者在實際觀看情境照片的瀏覽區域。

本研究對象以使用過Instagram且曾搜尋過Fitspiration主題標籤者或已追蹤Fitspiration相關主題標籤者之受眾為主，問卷調查研究樣本共有861位參與者，眼動追蹤實驗研究樣本共有53位參與者。研究結果發現，當人們發佈在Instagram的登山照片具有Fitspiration意涵時，能透過三種基礎構圖手法的操作之下，拍攝出吸引瀏覽者注目眼光的照片，產生心理與行為意圖的後續效應，其中又以三分法最有助影響人的心理行為，讓瀏覽者能在攝影操作層面的變數之下，產生自我對登山運動的參與程度有正向影響。本研究呼應政府響應現今全球在受到COVID-19的防疫新生活運動裡，期待能促進身體健康，培養出運動習慣，提供理論貢獻與實務建議。

In the rise of inspiration hashtags and photos on Instagram, mountaineering sports photos as content have gained a lot of interest, and that can affect the general public, especially the general public through the visual compositions and themes of the pictures. The purpose of this study is to increase the willingness to participate in mountaineering.From the perspective of social influence theory, this study adopts "three visual compositions (symmetrical, triangular, and diagonal)" and "three themes (plain landscape, portrait, and business partner)" defined by scholars. Two research methods: "exercise tracking experiment" and "questionnaire survey". Questionnaire items include: attitude, behavioral intention, self-improvement motivation, exercise self-efficacy, and work out intention scales, a total of five scales, data processing with single factor analysis of variance, and after completing the scale items, invite mountaineering experts, photographers, graphic communication scholars and other relevant personnel to assist in reviewing the semantic suitability of the questionnaire as a reference for expert validity. At the same time, this study also used eye-tracking experiments to record the time and frequency of subjects staying in the experimental photo page blocks, so as to clarify the browsing area where the viewers actually viewed the situational photos.In this study, participants are primarily Instagram users who searched for Fitspiration hashtags or followed Fitspiration-related hashtags. There are 861 participants in the questionnaire survey sample and 53 participants in the eye-tracking experimental research sample. As a result of the study, it was found that when people upload photos of mountaineering to Instagram with Fitspiration meanings, they can take photos that have the capacity to attract the attention of viewers through the operation of three basic composition techniques, thus resulting in subsequent psychological and behavioral effects, of which the triangular composition is the most effective in creating psychological behavior, so that the viewer can generate the self according to the photographic operation level and thus has a positive impact on the degree of participation in mountaineering. This study echoes the government's response to the new movement in the prevention of COVID-19. It is expected to promote physical health, cultivate exercise habits, and provide theoretical contributions and practical suggestions.