本研究探討了INSTAGRAM行銷策略的影響，特別是標籤、標題長度和照片類型在顧客訪問意圖中的作用。通過分析從各種帖子情境中收集的數據，研究使用量化方法來評估這些元素如何影響用戶對帖子的看法，以及它們是否會影響用戶的訪問意圖。結果顯示，這些策略對顧客訪問意圖有顯著影響，其中短標題、受歡迎的標籤和以食物為主題的照片最為有效。這些發現表明，戰略性使用INSTAGRAM內容可以顯著提升顧客參與度並推動餐廳訪問，為優化社交媒體行銷工作提供了寶貴的見解。

This study explores the impact of Instagram marketing strategies, particularly the role of hashtag, caption length, and picture type, on customer visit intention. Analyzing the data collected from various post scenarios, the research uses quantitative methods to assess how these elements influence how users perceive the post and whether it will influence their visit intention. The results reveal a significant effect of these strategies on customer visit intentions, with short captions, popular hashtags, and food-based photos proving most effective. These findings suggest that strategic use of Instagram content can significantly enhance customer engagement and drive restaurant visits, providing valuable insights for optimizing social media marketing efforts.

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