近幾年越來越多企業投入社群媒體來推廣自家的產品，進而提升消費者對廣告貼文的認知以及政府訂定廣告揭露相關法規因應，這兩者皆觸發消費者產生對社群媒體上之業配廣告的負面態度，如何降低消費者因為廣告贊助披露所帶來的抵抗即變成為相當重要的議題。本研究以是否可以透過Instagram廣告貼文圖片延遲揭露方式來提升（vs降低）廣告貼文吸引力及廣告煩躁性，並探討中介因子吸引力和廣告煩躁以及模仿的慾望如何影響消費者的行為意圖。
本研究模擬社群平台Instagram 平台的發文特性，操弄兩組廣告貼文圖片（廣告貼文首圖有產品、廣告貼文首圖無產品）的一系列照片，瞭解消費者對圖片之「吸引力」和「廣告煩躁性」的感知程度，更進一步瞭解消費者針對這兩種感知是否會影響的「模仿慾望」，進而產生想「往後滑貼文照片的行為意圖」以及「購買意願」，並測試模仿的慾望在架構中的中介效果以及網紅照片的吸引力和廣告煩躁性是否會中介廣告貼文首圖有無產品和模仿的慾望，共回收174份有效問卷。結果顯示廣告貼文圖片之產品放置順序並沒有提升或降低消費者對廣告貼文的吸引力和煩躁性；吸引力和廣告煩躁性也沒有顯著中介廣告貼文首圖有無產品和模仿的慾望；然而吸引力的確會影響消費者模仿的慾望進而影響消費者想觀看更多廣告貼文的後續圖片之意圖以及購買的意願。

According to a report by Influencer Marketing Hub, the scale of influencer marketing continues to grow as of 2022. In the context of the numerous advertising posts on Instagram, which involve collaborations between businesses and influencers. This study investigates the impact of delayed product disclosure in Instagram sponsored influencer post images on advertising irritation and attractiveness for Taiwanese individuals. It also examines the influence of advertising irritation, attractiveness, and the desire to mimic on consumers' behavioral intentions. A total of 174 valid responses were collected through an online survey, the findings of this study reveal that there were no significant differences in advertising irritation between the direct product disclosure and delayed product disclosure in the cover photo of Instagram sponsored influencer posts. Additionally, the delayed product disclosure did not significantly enhance attractiveness. However, the study results indicate that the desire to mimic influencers mediates the relationship between attractiveness/advertising irritation and the intention to swipe for more post photos and purchase intentions.

In terms of contributions, this study provides further insights into image-based advertising disclosure and confirms that due to the platform's characteristics, consumers can choose the influencers they want to follow and engage with their content. Therefore, advertising irritation is not as prominent as in traditional advertising. However, the manipulation of advertising images did not significantly increase attractiveness. Thus, this research serves as a reminder for marketers to carefully consider influencer marketing strategies that can generate better advertising value.

公平交易委員會（2018），公平交易委員會對於薦證廣告之規範說明
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