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研究生： 陳志文
Putra, Steven Tanda
論文名稱： Investigating Different Types of Instagram Features on Attitude toward the Official Account and User Behaviors: An Experimental Study of University Student in Taiwan
Investigating Different Types of Instagram Features on Attitude toward the Official Account and User Behaviors: An Experimental Study of University Student in Taiwan
指導教授： 陳正忠
Chen, Jeng-Chung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 89
外文關鍵詞： Social media, social media micro-blogging, Instagram, Official account, Social learning, Observational learning, Information cascade.
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    • Currently traditional consumers are moving to Internet platform, the effect is even bigger due to the advancement of Internet technology (Web 2.0) and social media. Social media is an open media wherein there is no compulsion from other to conform with public opinion, however consumer itself that judge and make decision. The purpose of this study focused on formation of consumer (user) attitude toward official account on Instagram social media platform through informational cues named as ‘number of followers’, ‘hashtag campaign’, ‘reposted activity’, and ‘location tagging’, which publicly observable to other party, therefore an individual can learn and make a judgment and decision by observing other people actions. The study was conducted online and respondent were university student. Furthermore, the experimental study of this study was conducted by using 2x2x2x2 full factorial design. Findings show that the existence of multiple cues shows four informational
    information element features of official account influence consumer attitude.
    Moreover, consumer attitude is positively influence consumer intention then lead to
    consumer actual behavior in social media micro-blogging.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Objectives. 4 1.3 Research Contribution. 5 1.4 Research Project and Scope of Study. 6 1.5 Research Procedure. 6 CHAPTER TWO LITERATURE REVIEW 9 2.1 Observational Learning. 9 2.2 Instagram. 15 2.3 Hypothesis Development. 17 2.3.1 Number of Followers. 17 2.3.2 Hashtag Campaign. 18 2.3.3 Reposted Activity. 19 2.3.4 Location Tagging. 20 2.3.5 Attitude toward the Official Account. 21 2.3.6 Intention to Participate. 22 2.3.7 Interaction of Number of Followers and Hashtag Campaign on Attitude toward Official Account. 23 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26 3.1 Conceptual Framework. 26 3.2 Definition of Variables. 27 3.3 Manipulation Check. 28 3.3.1 Manipulation Check for Number of Followers. 28 3.3.2 Manipulation Check for Hashtag Campaign. 29 3.3.3 Manipulation Check for Reposted Activity. 30 3.3.4 Manipulation Check for Location Tagging. 30 3.4 Stimuli Development and Procedures. 31 3.5 Measurement of Dependent Variables. 35 3.5.1 Attitude toward Official Account. 35 3.5.2 Intention to Participate. 35 3.6 Control Variables. 36 3.6.1 Brand Involvement. 36 3.6.3 Personal Information of Respondents. 37 3.7 Sampling Plan. 38 3.8 Data Analysis Procedure. 38 3.8.1 Descriptive Statistical Analysis. 38 3.8.2 Factor Analysis. 38 3.8.3 Analysis of Variance (ANOVA). 39 3.8.4 Analysis of Covariance (ANCOVA). 39 3.8.5 Regression Analysis. 39 3.8.6 Logistic Regression Analysis. 40 CHAPTER FOUR RESEARCH RESULTS 41 4.1 Data Collection. 41 4.2 Characteristic of Respondents. 42 4.3 Descriptive Statistics. 44 4.4 Factor Analysis and Reliability Test. 47 4.5 Manipulation Check. 51 4.5.1 Manipulation Check for Number of Followers. 51 4.5.2 Manipulation Check for Hashtag Campaign. 51 4.5.3 Manipulation Check for Reposted Activity. 52 4.5.4 Manipulation Check for Location Tagging. 52 4.6 Analysis of Variance (ANOVA) among Research Variable. 53 4.6.1 Number of Followers and Attitude toward Official Account. 53 4.6.2 Hashtag Campaign and Attitude toward Official Account. 54 4.6.3 Reposted Activity and Attitude toward Official Account. 54 4.6.4 Location Tagging and Location Tagging Attitude toward Official Account. 55 4.7 Analysis of Covariance (ANCOVA) among Research Variables. 56 4.8 Regression Analysis. 61 4.9 Actual Behavior Measurement. 62 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 65 5.1 Research Discussion and Conclusion. 65 5.1.1 Number of Followers and Hashtag Campaign Discussion. 67 5.1.2 Hashtag Campaign, Reposting Activity, and Location Discussion. 68 5.1.3 Brand Involvement Discussion. 69 5.2 Research Theoretical and Managerial Implications. 69 5.2.1 Theoretical Implications. 69 5.2.2 Managerial Implications. 72 5.3 Research Limitations and Suggestion for Future Studies. 74 REFERENCES 77 APPENDICES 83 Appendix 1: Example of Official Instagram Account 83 Appendix 2: Example of Official Instagram Account (Continue) 83 Appendix 3: High and Low Number of Followers 84 Appendix 4: With and Without Hashtag Campaign 84 Appendix 5: With and Without Reposted Activity 85 Appendix 6: With and Without Location Tagging 85 Appendix 7: Homogeneous Subsets of Users’ Attitude toward Official Account 86 Appendix 8: Chi-square Testing Results toward Following 87 Appendix 9: Chi-square Testing Results toward Sharing 87 Appendix 10: Frequency of respondents consideration before follow or share information from official account 87 Appendix 11: The Hosmer and Lemeshow Test of Following Behavior 88 Appendix 12: The Hosmer and Lemeshow Test of Sharing Behavior 88 Appendix 13: The Classification Table of Following Behavior 88 Appendix 14: The Classification Table of Sharing Behavior 88 Appendix 15: The Estimate Margin Means of Hashtag Campaign by Number of Followers 88 Appendix 16: The Estimate Margin Means of Interaction among Number of Followers, Reposted Activity, and Location Tagging 89

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