運用使用者創造内容行銷已被廣泛的運用在社群媒體上，這不僅是一種行銷策略，另一個額外優勢是它甚至可以提高品牌廣告的有效性。潛在用戶在看到他們認識的人或真正的買家在社交媒體上發佈使用者創造内容，會對購買產品的意願產生影響。儘管消費者對網路所提供的資訊仍舊存在懷疑，但本研究驗證透過社會臨場感能提高信任與購買意願。本研究旨在探討社會臨場感應用於社群媒體的使用者創造内容中，對消費者的信任及購買意願有何影響，且加入人類呈現、產品類型與產品圖片情境三個變項，觀察其交互關係。在研究方法部分，本研究以兩種程度人類呈現(高度人類呈現x低度人類呈現)與兩種產品類型(搜索型產品x經驗型產品)搭配兩種產品情境(情境式圖片x無情境圖片)設計出八張實驗圖像型使用者創造内容，以問卷進行調查，共回收356份有效問卷，並以三因子變異數分析與結構方程式加以分析。研究結果證實，人類呈現與產品圖片情境之間具有交互作用，產品類型與產品圖片情境之間具有交互作用以及人類呈現、產品類型與產品圖片情境三者之間也具有交互作用，並皆對社會臨場感產生顯著正向影響，而高社會臨場感的使用者創造內容能進而使消費者產生信任與購買意願。根據研究結果建議品牌經營者在運用使用者創造内容時多以高度人類呈現爲主，網路創作者在拍攝搜索型產品時以無情境圖片方式呈現、拍攝經驗型產品時則搭配情境式圖片的方式呈現， 如此可以增加親近感並拉近與消費者之間的距離，也會使得消費者更容易相信其意見，在信任感提高的情況下，也就容易轉換成購買意願。

User-generated content (UGC) published and shared by consumers on social media that can influence other users’ purchase decisions. Nowadays, due to the rapid growth of the internet, the popularity of UGC is rising. This study aims to explain what kinds of UGC affects the social presence, in addition to how it influences the trust and increases purchase intention. By testing a 2 (human image)× 2 (product type)× 2 (product image context) mixed factorial experiment (N = 356), the multivariate analysis of variance results showed significant main effects between human image and social presence. Additionally, a two-way interaction effect between human image and product image context, product type and product image context are found. Also revealed a significant three-way interaction among the three independent variables on social presence. Then using the method of structural equation modeling to test the proposed hypotheses, the results reveal that higher social presence generated trust and purchase intention, and trust has positive effect on purchase intention. Our findings provide western brands and content creators on how to effectively deliver user-generated content on social media.

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