自從社群媒體蓬勃發展後，「打卡」融入人們的日常生活，觸手可及的打卡貼文與相關資訊深刻影響人們觀光旅遊的方式與體驗。本研究旨在探討有關旅遊體驗打卡貼文引起的錯失恐懼症現象及其對遊客打卡動機、打卡意願的影響，同時分析其對預期後悔心理、旅遊動機、旅遊意願等構念的影響關係。同時，本研究以「台東大地裝置藝術景點」為研究標的，並區分「新推出的台東大地裝置藝術景點」與「舊有的台東大地裝置藝術景點」，以作為兩種情境的比較，進一步探討在錯失恐懼症的影響下，景點的新/舊將如何影響遊客的打卡動機、打卡意願，以及預期後悔、旅遊動機、旅遊意願。本研究使用問卷調查的方法，新/舊景點兩種情境分別收集了199份以及217份有效問卷，並透過 SmartPLS 進行統計分析。研究結果顯示，在新/舊不同情境下，錯失恐懼症對於打卡動機與旅遊動機的影響有不同呈現，在新景點的情境下，錯失恐懼症對遊客的打卡動機與旅遊動機產生了正向影響，打卡動機(利他主義) 和打卡動機(知覺愉悅性) 影響打卡意願，而打卡意願和旅遊動機(藝術) 進而影響旅遊意願。對於舊景點而言，FOMO對打卡動機和旅遊動機的影響有限，而打卡意願和旅遊動機(藝術、放鬆)進而影響旅遊意願。

The rise of social media has made 'check-in' a common behavior and its influence has also extended to tourism. This research examines this phenomenon by considering the effect of fear of missing out (FOMO) on check-in motivation and intention, travel motivation, and anticipated regret, and how these constructs collectively affect intention to visit Taitung Land Art Installations, both new and existing installations. Data analysis via SmartPLS on 199 and 217 valid survey responses for new and existing installations revealed varying effect of FOMO on check-in and travel motivation. For new installations, FOMO positively influences check-in and travel motivation, altruism and perceived enjoyment check-in motivations affect check-in intention, and check-in intention and travel motivation (arts) further affect visit intention positively. The influence of FOMO on check-in motivation and travel motivation is more limited for existing installations. While check-in intention affects visit intention, arts and relaxation travel motivation also affect visit intention.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究動機 1
第二節 研究流程 2
第二章 文獻探討與假說建立 4
第一節 錯失恐懼症 4
第二節 旅遊動機 4
第三節 打卡動機 5
第四節 打卡意願 6
第五節 預期後悔 7
第六節 旅遊意願 8
第三章 研究設計與分析 10
第一節 研究範圍、對象與施策方法 10
第二節 研究架構與假說路徑 11
第三節 研究構面 11
第四節 操作型定義與題項 13
第五節 問卷施策 18
第四章 數據分析 19
第一節 樣本結構 19
第二節 研究構面分析 29
第三節 假說驗證 31
第五章 結論與建議 38
第一節 結論與討論 38
第二節 理論貢獻 41
第三節 實務意涵 41
第四節 研究限制以及未來建議方向 42
參考文獻 43

蘇鈴卿（2020）。品味認同的實踐：以Instagram中的藝術打卡為例（碩士論文）。國立政治大學傳播學院碩士在職專班，台北市。
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