以擴充科技接受模式檢視資訊品質與來源可信度對消費者的影響—以 Instagram 美食帳號為例

Abstract

Web2.0時代發展出許多以互動式參與為核心的社群平台，社群行銷興起加上全球進入圖片分享時代，以及關鍵意見領袖出現，不只網紅行銷應運而生，電商行銷也得以在 Instagram 上蓬勃發展。年輕用戶使用 Instagram 的比率持續增加，以及社群媒體對消費者購物行為的影響逐漸加深，關於 Instagram 的行銷議題值得探究。 過去特定探究Instagram 在社群媒體市場中和消費者之間的關係和其影響力行銷的研究較為少數。因此，本研究擬以擴充科技接受模式為基礎，並以資訊系統成功模式當中的「資訊品質」作為外部變數，再加入來源可信度理論，採用問卷調查法的方式，檢視 Instagram 美食帳號與消費者之間的關係，分析探討 Instagram 美食帳號的行銷效果。 研究結果顯示，(1) Instagram 美食帳號之資訊品質，對 Instagram 使用者的認知有用性、認知易用性與認知娛樂性皆有正向影響；(2)相較於 Instagram 美食帳號的認有用性，Instagram 美食帳號的認知易用性和認知娛樂性皆正向影響社群用戶對 Instagram 整體的態度；(3) Instagram 美食帳號之可信度、吸引力與專業性，對 Instagram 使用者的態度有正向影響；(4) Instagram 美食帳號的認知有用性和使用者態度，都能正向影響使用者的行為意圖。

The Web2.0 era has developed a number of interactive platforms with interactive participation as the core. As the rise of social marketing and the global enter into the era of image sharing, as well as the emergence of key opinion leaders, the e-commerce marketing has been booming on Instagram, the topic of Instagram marketing is worth exploring. In the past, there was minority number of studies that specifically explore the relationship between Instagram and consumers in the social media market and its impact marketing. Therefore, this study is based on Expanded Technology Acceptance Model and use the "information quality" as an external variable, then add the Source Credibility Theory, and use the questionnaire method to examine the relationship between Instagram foodie accounts and consumers, and analyze the marketing effect of Instagram foodie accounts. The results of the study show that (1) The information quality of the Instagram foodie account has a positive impact on the perceived usefulness, perceived ease of use and perceived playfulness of Instagram users; (2) Compared with the perceived usefulness of Instagram foodie accounts, the perceived ease of use and the perceived playfulness of Instagram foodie accounts are positively affecting the attitude of community users towards Instagram as a whole; (3) Trustworthiness, attractiveness and expertise of Instagram foodie accounts are positively affecting the attitude of Instagram users; (4) Perceived usefulness and user's attitude can positively influence the user's behavioral intentions.