Instagram做為以圖片溝通為主的社群軟體，當中以健身為主的圖片，最常見的兩大類型是為靜態的自拍意象與動態訓練過程意象。動態意象常應用在各種運動相關領域上，將動感傳遞給觀看者；相較於動態意象，自拍多半是以靜止意象的形式呈現，主要將圖片的焦點集中在發佈者呈現的個人特質上。這兩種最常見的圖片視角，分別用不同的方法對觀看者的運動意圖產生影響。
本研究採用實驗法，共執行二個實驗：實驗一探討呈現方式的健身意象如何使觀者產生身材不滿意感並影響運動意圖。實驗二討論健身意象中的背景一致性與否對觀看者所產生的影響效果，並衡量自我效能在身材不滿意影響運動意圖中的干擾效果。
本研究發現，當女性使用者，在Instagram上瀏覽到健身意象時，相較於健身動態意象，健身自拍意象更能夠引起女性觀看者的身材不滿意感，從而提升運動意圖。然而在健身自拍意象，搭配到與健身一致背景，相較於不一致背景更能激發起身材不滿意感，健身動態意象則相反，在搭配健身不一致背景對於身材不滿意感的影響效果更強。但這樣的過程卻受女性觀看者自身的自我效能所弱化。
本次將結合運動廣告、自拍意象、動態意象、社會比較等跨領域整合討論拓展理論研究範疇，並且在實務上也提供行銷業者在操作自拍或動態意象作為社群廣告時的設計參考。

The fitness images on Instagram have two common type: static selfie and dynamic training images. The dynamic image is used to various type of sports to let viewer sense movement while static image mainly focuses on personal fascination. This research aims to examine how the static selfie and dynamic image may affect the body dissatisfaction and exercise intention and the moderating role of self-efficacy on the relationship.
The results showed that the selfie and dynamic training images both positively affect body dissatisfaction and body dissatisfaction positively affect exercise intention. In that, static selfie has more effective in body dissatisfaction than dynamic training image. When female respondents browse the selfie in the fitness consistent background has more body dissatisfaction than exposing to the fitness inconsistent background. In contrast, when viewing the dynamic training images in the fitness inconsistent background, the female respondents have more body dissatisfaction than in the fitness consistent background. In addition, self-efficacy has negative effect on the relationship between body dissatisfaction and exercise intention.

誌謝 ii
摘要 iii
Abstract iv
目錄 v
表次 viii
壹、 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 5
第三節 研究問題： 9
貳、 文獻探討 10
第一節 前言 10
第二節 Instagram與運動貼文 10
第三節 社會比較 11
第四節 女性身體意象(body image) 13
第五節 社群媒體中的自拍 15
第六節 動態意象與自我效能 17
第七節 基模理論 19
第八節 小結 20
參、 架構與假說 22
第一節 引言 22
第二節 實驗一：健身自拍意象及健身動態意象對身材不滿意感與運動意圖影響效果 22
第一項 研究架構 22
第一項 研究假說 23
第三節 實驗二：背景一致性與自我效能的調節效果 25
第一項 研究架構 25
第二項 研究假說 26
肆、 研究方法 28
第一節 研究對象 28
第二節 實驗設計 28
第一項 實驗一 29
第二項 實驗二 31
第三節 前測 33
第一項 前測一 34
第二項 前測二 37
伍、 資料分析 42
第一節 實驗一 42
第一項 人口統計資料 42
第二項 信效度檢定 43
第三項 假說檢定 45
第四項 小結 47
第二節 實驗二 48
第一項 人口統計資料 48
第二項 信效度檢定 50
第三項 假說檢定 52
第四項 小結 56
陸、 結論與討論 58
第一節 研究發現 58
第二節 研究貢獻 61
第一項 學術貢獻 61
第二項 實務貢獻 63
第三節 研究限制與未來方向 64
參考文獻 66
附錄 83

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中文文獻
林子筠（2019）。「身」動引起「心」動？ 運動廣告中動態意象與概念隱喻對消費者態度反應之影響（未出版碩士 論文）。國立中山大學，高雄市。
網路參考資料
Top-Hashtags/Instagram (2020)
(https://top-hashtags.com/instagram/)
周秩年，黃怡姍（無日期）產業分析：運動服務業發展趨勢 (2018年) 。台灣趨勢研究（無日期）取自：http://www.twtrend.com/share_cont.php?id=62