如今運動健身意識興起，人們開始將自己的運動過程或是健身成果的圖像上傳至社群網站中，此現象反映在Instagram 中運動健身貼文相關的#Hashtag 上，而運動健美的緊致結實身體形象逐漸成為大眾關注的主流之一，因此本研究探討Instagram 的運動型身體呈現對觀文者的健身意圖影響。本研究採發文者身體形象(運動理想vs. 瘦身理想)×性別一致性(一致vs. 不一致)二因子實驗，針對Instagrsm 中運動健身貼文，探討受測者觀看發文者身體形象發文後的健身意圖，以及觀文者本身身體滿意度及社會比較債向的影響效果。研究結果發現，運動理想發文者能使觀文者有更高的健身意圖；加入發文者性別後，則顯示男性運動理想會較瘦身理想有更為顯著的健身意圖。另外身體滿意度也會對健身意圖產生負向影響，而社會比較債向有調節身體形象對健身意圖的影響作用。本研究擴展社會比較理論以及客體化理論的研究範疇，並提供Instagram 廣告商以照片內容為廣告素材時，可參考的依據。

Nowadays exercise awareness is rising, people tend to post photos about exercise process and results on Instagram. This phenomenon can be seen from the hashtag of fitspiration on Instagram. As we know that fitspiration has become one of the mainstreams of public concern. Therefore, this study explored the effect of fitspiration on Instagram on the follower's exercise intentions. The experiment of this study examined the interaction of body image (fitspiration vs. thiniration), the gender of post writer (male vs. female) and the gender of follower (male vs. female) for the exercise intention. Moreover, this study also tested the effect of body satisfaction and social comparison orientation of follower on exercise intention. The statistical results showed that the exercise intention of follower is highly affected by fitspiration. Male with fitspiration can trigger higher exercise intention than thiniration. This study also found that follower’s body satisfaction has a negative impact on exercise intention. Social comparison moderates the effect of body image on exercise intention. Last but not least, this study not only expanded the scope of social comparison theory and objectification perspective, but also provided an applied basis for advertisers on Instagram.

論文審定書………………………………………….……i
謝誌…………………………………………...…………ii
摘要…………………………………………...…...……iv
Abstract…………………….………………...….………v
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…………………………………………….…..….…..…..…6
第二章 文獻探討……………………..……….……….…..…8
第一節 Instagram………………………………………………………...……8
一、Instagram……………………………………………….……..………8
二、Instagram中的運動健身貼文……………………..…………..…......9
第二節 社會比較…………………………………………………...……..…10
一、社會比較定義…………………………………………………..…...10
二、社會比較債向………………………………………………….……11
三、社會比較效果………………………………………………….……12
四、性別中的社會比較…………………………………………….……14
第三節 身體形象吸引力……………………………………………...….….15
一、身體形象………………………………………………………….…15
二、身體形象影響…………………………………………………….…17
第四節 身體滿意度………………………………………... ………………19
第五節 客體化…………………………………………...………………..…20
一、客體化定義…………………………………………………………20
二、客體化圖像……………………………………………………….…22
三、性別中的客體化………………………………………….…………23
第六節 假說推論……………………………………………………...…..…26
一、身體形象與社會比較…………………………………………….…26
二、身體滿意度對健身意圖的影響………………………………….…27
三、社會比較債向對健身意圖的影響……………………………….…28
四、客體化性別與社會比較………………………………………….…29
五、 發文者、觀文者性別一致性對健身意圖的影響………….…30
第三章 研究方法…………………………….…..…….……33
第一節 研究架構……………………………………………….…….……33
第二節 研究樣本與方法………………….…………………...….…….…34
一、研究對象與抽樣………………………………………...….…….…34
二、實驗法………………………………………..………….….…….…34
第三節 衡量變項與題項設計………………………..……..……….….…34
一、身體形象…………………………………...…..…….……..........…34
二、身體滿意度…………………………...………..…….…...……...…35
三、社會比較債向…………………………………..….....……..…...…35
四、外表吸引力………………………………………...….……..…......36
五、相似度…………………………...………..…….…...……….…..…37
六、體型偏好…………………………...………..…….…...………...…37
七、健身意圖……………………………….….. ……...….…….…...…37
第四節 實驗測激與前測…………………………………..…..…….……38
一、前測…………………………………………. ………...…...........…38
二、 前測結果分析……………………….. .……..…....….…....…41
第五節 預試……………………………………….…….…………..….….44
一、預試目的………………………………….…….…….….…….…...44
二、 預試結果分析……………………………….…….….….……45
第四章 資料分析…………………………….………..……48
第一節 正試實驗……………………………….……….….….…….……48
一、樣本敘述……………………………………….….….……….....…48
二、實驗刺激與程序………………………………. .………….…..…..50
三、 結果分析………………………………….…….……......……51
第五章 結論與建議………… …………….………………65
第一節 研究結果…………………………………….……….……..….…65
第二節 研究貢獻與實務意涵……………….…….………………...……69
一、理論貢獻…………………………………….……….………..……69
二、實務貢獻…………………………………….………….……......…74
第三節 研究限制與未來研究方向………….…….……………….......…75
參考文獻………………………………..……………………78
中文文獻………………………………………………………….…...…....…78
英文文獻………………………………………………………….….…...…...78
附錄………………..…………………..……….. ………...…95
附錄一、前測問卷…………………………….…………………..…….….…95
附錄二、前測問卷版本操弄內容…………….…………………….….….…99
附錄三、預試問卷……………………………………………………..…….101
附錄四、預試問卷版本操弄內容…………….…………………...…..……108
附錄五、正試實驗問卷……………………………………….…...….…….109
附錄六、正試實驗問卷版本操弄內容……………. ……………...….……115
圖目錄
圖1-1 Instagram中的運動健身貼文更著重身體曲線……….………......…..3
圖3-1 研究架構圖………………………………………….…………...33
圖4-1 正式實驗交互作用圖……………………………………….….…58
表目錄
表3-1 前測實驗刺激圖片「男性身體形象」內容……………...…………40
表3-2 前測實驗刺激圖片「女性身體形象」內容…………………………41
表3-3 前測實驗刺激圖片統計資料…………………….……………..…43
表3-4 前測實驗刺激圖片外表吸引力統計資料………….……...……..…43
表3-5 前測實驗後選定之刺激圖片…………………….….....………….44
表3-6 預試之題項信效度…………………………….……….…...……46
表3-7-1 預試男性身體形象之操弄性檢定………………………….………47
表3-7-2 預試女性身體形象之操弄性檢定………………………...……..…47
表3-7-2 預試ANCOVA分析結果…………………………………………45
表3-8-1 交互效果之成對比較估計值…………………………….….……46
表4-1-1 正試實驗受測者人口統計資料表……………………………...…48
表4-1-2 正試實驗受測者使用Instagram及運動習慣統計資料表……...……49
表4-2 正試實驗之題項信效度……………………………………….…51
表4-3 正試實驗各變項因素分析摘要表…………………………..….…52
表4-4-1 正試實驗男性身體形象之操弄性檢定…………………….………54
表4-4-2 正試實驗女性身體形象之操弄性檢定…………………….………54
表4-5-1 身體形象對健身意圖主效果之ANCOVA分析……………………55
表4-5-2 身體形象對健身意圖主效果之成對比較分析………………...…...55
表4-6 身體滿意度對健身意圖影響之迴歸統計…………….……………56
表4-7 社會比較債向調節身體形象對健身意圖影響之迴歸統計…….……57
表4-8 身體形象與發文者性別交互效果之ANCOVA分析………………58
表4-9 身體形象與發文者性別交互效果之成對比較分析…...……………59
表4-10 身體形象與發文者、觀文者性別交互效果之ANCOVA分析.……..59
表4-11 身體形象與發文者、觀文者性別交互效果之成對比較分析…….…61
表4-12 性別配之簡單主效果分析………………….…………....………62
表4-13 假說驗證表………………………………………………..……64

中文文獻

大H Instagram
https://instagram.com/hsin0126?igshid=1265xxzk5ltl2
Hana漢娜Instagram
https://instagram.com/hana.eat?igshid=1laos6nrstdn7
ETtoday新聞雲(2016)。台灣人愛苗條！近8成民眾平均想減重8.1公斤。取自https://www.ettoday.net/news/20160531/708107.htm#ixzz5yWU7m000
Instagram官方網站(2018)。用戶相關數據。取自
https://about.instagram.com/
創市際市場研究顧問公司(2018)。『誰在看你的限時動態？年輕網友愛看愛分享』調查。取自
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