近年來Instagram等圖像化社群平台廣受喜愛，尤其以美食為主題之圖片更是受到歡迎。因此，為吸引消費者，美食商家大量投入Instagram，希望能透過該平台的社群影響力機制(按讚數)增加圖片傳播速度(得到更多讚)。然而，美食圖片的內容力與社群的影響力如何影響使用者對圖片的認知歷程與按讚意願，卻仍有許多研究空間。因此，本研究(1)探討Instagram之美食圖片的內容力組成元素，以此提出美食圖片的按讚預測模型；(2)探討社群影響力是否影響使用者對圖片之評價與注意力分佈。本研究分為兩階段，第一階段實驗檢驗美食圖片內容力的五大組成因素(美味度、健康、價格、便利性、熟悉性)，並以此預測其讚數。研究結果顯示，在Instagram情境下，便利性或美味度可預測圖片之讚數。第二階段實驗操弄圖片的按讚數，並檢驗其對美食圖片之評價(美味度與便利性)與注意力分佈(使用眼動儀)。結果顯示圖片按讚數並不會改變人們對美食圖片的評價，但會增加對圖片的總注視時間。綜上所述，人們主要是將注意力放在圖片內容而非社群影響力，擁有好的圖片內容才會吸引消費者進而按讚。換言之，美食商家追求增加圖片的社群影響力(增加讚數)，雖然不會增加人們的按讚意願，但可增加人們對圖片的注意力。

Applications that combine photo-sharing and social media such as the Instagram have gained popularity in recent years. Because foods are major topics of photo-sharing, to attract customers food providers have been utilizing Instagram’s social influence mechanism (display number of Likes) to broadcast their food images (gaining more Likes). However, researchers have not extensively examined how image content and social influence affect users’ cognitive processes and intention to “Like” food images. This study explores (1) the components of food image content and uses these components to predict the number of Likes on Instagram, and (2) whether social influence affects users’ evaluation toward an image and associated attention distribution. This study was divided into two experiments. The first experiment used a five-factor model of food image content (tastiness, healthiness, price, convenience, and familiarity) to predict the number of Likes on Instagram. The results showed that the number of Likes of images could be predicted with convenience or tastiness. In the second experiment the number of Likes of images was manipulated to examine its effect on users’ attention distribution (using eye-tracking) and evaluation on tastiness and convenience. The results showed that the number of Likes did not affect participants’ evaluation but increased their overall fixation duration on images. In conclusion, the study shows that image content (tastiness and convenience) but social influence (existing number of Likes) can affect Instagram users’ intention to Like food images. In other words, it is likely that food providers’ endeavor to number of Likes on Instagram can be rewarded by attracting followers’ attention to images rather than attracting more Likes.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vii
表目錄 ix
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 7
第二章、文獻探討 8
第一節 社群媒體行銷 8
一、社群媒體 8
二、社群媒體行銷 10
第二節、圖片內容力 13
一、美食社群 13
二、美食圖片內容力 16
第三節、社群影響力 27
按讚數 27
第四節、眼動與注意力 30
一、眼動追蹤 30
二、注意力 31
第三章、研究設計 33
第一節、研究架構 33
第二節、變數與操作型定義 34
第三節、研究方法 37
一、研究對象 37
二、實驗刺激物篩選 37
三、圖片內容力實驗 37
(一) 研究工具 37
(二) 實驗設計 38
(三) 實驗程序 38
四、社群影響力眼動實驗 40
(一) 研究工具 40
(二) 實驗設計 40
(三) 實驗程序 42
第四章、資料分析 43
第一節、圖片內容力分析結果 43
第二節、社群影響力眼動分析結果 49
第三節、研究假說檢定結果 55
第五章、結論與建議 56
第一節 研究結果 56
第二節 研究限制 60
第三節 未來研究建議 61
英文參考文獻 62
中文參考文獻 66
網路參考文獻 68
附錄 71
附錄一 本研究使用的Instagram圖片與實際讚數 71
附錄二 第一階段圖片內容力實驗之敘述性統計 85

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