近期視覺導向的社群媒體受到大眾青睞，Instagram使用者持續增加，在Instagram炫耀已成時下風潮，品牌也無不爭相加入經營Instagram社群的行列。在Instagram上炫耀為較新穎的社群媒體交流行為，目前相關研究甚少，本研究聚焦於深入探究不同類型的炫耀性貼文對於幸福感、品牌回想與品牌態度的影響為何，其中存有何種差別，並加入品牌置入和性別作為干擾變數。
　　本研究採5（炫耀性貼文：財富地位vs.成就達成vs.身材樣貌vs.親密關係vs.吃喝玩樂）x2（品牌置入：明顯置入vs.隱約置入）的實驗設計，共招募了1014位有使用Instagram經驗的年輕族群為研究樣本。本研究發現炫耀性貼文對幸福感、品牌回想和品牌態度有正向影響，五種炫耀性貼文對幸福感、品牌回想與品牌態度的影響存有差異。炫耀性貼文、品牌置入和性別有交互作用，對幸福感與品牌態度有影響，炫耀性貼文對品牌回想的影響，僅受到品牌置入之干擾。本研究結果能彌補炫耀口碑的空白，藉由結合品牌置入和性別，拓展炫耀性貼文之研究範疇，並確立性別為不可忽視的影響因素，透過探討用戶的心理和品牌回應，為幸福感、品牌回想和品牌態度做出貢獻。最後，本研究提供經營Instagram的個人或品牌相關實務建議。

　　With the popularity of vision-oriented social media, more and more Instagram users increase. It has become a trend to show off on Instagram, and brands also joined the Instagram community. Showing off on Instagram becomes a certain behavior on social media. However, there are few researches to note this issue. Therefore, this study focuses on exploring the impact of different types of show-off post on well-being, brand recall and brand attitude. In addition, brand placement and gender are viewed as the moderating variables.
　　This study used an experimental method in 5 (show-off post types of show-off post: wealth and status vs. achievement vs. body and appearance vs. intimate relationships vs. beer and skittles) x2 (brand placement: prominent vs. subtle) factorial design, with the total sample of 1014 young participants who have the experience on using Instagram. The result shows that: (1) The show-off post has a significant positive effect on well-being, brand recall, and brand attitudes, and there is a different effect between each types of show-off post. (2) There is a three-way interaction effect among show-off post, brand placement and gender, which has an impact on well-being and brand attitude. Besides, (3) the morderating effect on brand placement significantly affect the influence of show-off post on brand recall. In this study, with discussion to the effect of brand placement and gender, the current findings extend the research about show-off post, well-being, brand recall and brand attitude. Importantly, this study found that gender is a key factor. In the last, this study provides some practical advices of how to make a buzz on Instagram for individuals or brands marketing.

國立中山大學研究生學位論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 4
第二章 文獻探討 5
第一節 Instagram 5
第二節 社群媒體相關研究 7
第三節 炫耀性貼文（Show-off Post）9
一、財富地位（Wealth and Status）13
二、成就達成（Achievement）14
三、身材樣貌（Body and Appearance）16
四、親密關係（Intimate Relationships）17
五、吃喝玩樂（Beer and Skittles）18
第四節 社群媒體貼文與品牌的關係19
第五節 幸福感（Well-being） 20
一、幸福感的定義與意涵 20
二、社群媒體與幸福感相關研究21
第六節 用戶回應 23
一、品牌回想（Brand Recall）23
二、品牌態度（Brand Attitude）24
第七節 品牌置入（Brand Placement）25
一、品牌置入的定義與意涵25
二、社群媒體與品牌置入相關研究26
第八節 性別（Gender） 27
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 29
第三節 操作性定義與衡量方法33
第四節 研究方法 35
一、樣本與實驗設計 35
二、實驗刺激與前測 35
三、前測結果 36
四、實驗程序 38
第五節 資料分析方法 39
第四章 資料分析與結果 40
第一節 敘述性統計分析 40
第二節 操弄性檢驗 43
第三節 信效度分析 48
第四節 研究假說之檢驗 50
一、炫耀性貼文對幸福感和品牌態度之影響50
二、炫耀性貼文對品牌回想之影響51
三、不同炫耀性貼文對幸福感和品牌態度之影響52
四、炫耀性貼文、品牌置入與性別對幸福感和品牌態度之影響55
五、不同炫耀性貼文對品牌回想之影響61
六、炫耀性貼文、品牌置入與性別對品牌回想之影響62
第五章 結論與建議 66
第一節 研究結論 66
一、炫耀性貼文之影響 66
二、不同類型的炫耀性貼文之影響67
三、品牌置入方式與性別的干擾之影響68
第二節 研究貢獻 69
一、學術貢獻 69
二、實務貢獻 71
第三節 研究限制與建議 72
參考文獻 74
附錄A 前測問卷 85
附錄B 前測問卷之實驗貼文 87
附錄C 正式問卷 92
附錄D 正式問卷之實驗貼文 97

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