隨著Web2.0與社群媒體的快速發展，消費者的資訊接收模式逐漸轉向影音導向的新媒體渠道。在此背景下，Instagram Reels行銷應運而生，成為餐飲業者與美食影響者推廣品牌與觸及消費者的重要平台。消費者常透過Reels快速接觸餐飲推薦，並在短時間內形成消費態度與意圖。影響者如何結合專業形象、個人魅力與資訊呈現方式，有效說服受眾，已成為社群行銷中值得深入探討的課題。
本研究以S-O-R模型(Stimulus-Organism-Response Model)為理論基礎，探討美食影響者之來源可信度與感知資訊品質如何透過從眾傾向影響消費者之購買意圖，並進一步檢驗社群媒體參與度的調節效果。本研究採問卷調查法，最終回收330份有效樣本。結果顯示，來源可信度中的專業性與吸引力及感知資訊品質中的相關性對從眾傾向具有正向影響；從眾傾向亦對購買意圖產生正向影響。然而，來源可信度中的可靠性及感知資訊品質中的準確性與診斷性對從眾傾向未達顯著水準，且社群媒體參與度並未調節從眾傾向與購買意圖之間的關係。本研究建議，業者規劃短影音策略時，應聚焦於打造具共鳴與吸引力的情境內容，並善用具專業魅力的影響者，以強化消費者的決策動機與品牌黏著度，提升行銷成效。

With the rapid development of Web 2.0 and social media, consumers’ information consumption has increasingly shifted toward video-centric new media channels. Instagram Reels has emerged as a leading platform for short-form video marketing, enabling restaurants and food influencers to promote offerings and engage audiences effectively. Viewers frequently encounter food-related content on Reels and swiftly form attitudes and intentions. Understanding how influencers integrate professional image, personal appeal, and information delivery to persuade viewers has become a crucial topic in social media marketing.
This study adopts the Stimulus-Organism-Response (S-O-R) model to explore how food influencers’ source credibility and perceived information quality affect consumers’ purchase intentions through the mediating role of conformity tendency, and whether social media engagement moderates this relationship. A total of 330 valid responses were collected via a questionnaire survey. The results indicate that expertise, attractiveness, and relevance positively influence conformity tendency. Conformity tendency positively influences purchase intention. However, trustworthiness, accuracy, and diagnosticity show no significant effects, and social media engagement does not moderate the relationship between conformity tendency and purchase intention. The findings suggest that when formulating short-form video strategies, practitioners should prioritize emotionally resonant and engaging scenario-based content. Partnering with influencers who possess both expertise and appeal can enhance consumer decision-making and brand attachment, thereby improving overall marketing effectiveness.

論文審定書 i
摘要 ii
ABSTRACT iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 社群媒體影響者 7
第二節 S-O-R模型 9
第三節 來源可信度 11
第四節 感知資訊品質 13
第五節 從眾傾向 16
第六節 購買意圖 18
第七節 社群媒體參與度 19
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究變數之操作型定義 25
第四節 研究設計 27
第五節 資料分析方法 32
第四章 研究結果 35
第一節 樣本結構分析 35
第二節 描述性統計分析 43
第三節 測量模型分析 48
第四節 結構模型分析 55
第五節 敏感度分析 61
第五章 研究結論與建議 66
第一節 研究結果與建議 66
第二節 研究貢獻 69
第三節 研究限制 71
第四節 未來研究方向 72
參考文獻 73
附錄一 正式問卷 89

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