隨著企業越來越頻繁地使用Instagram 限時動態廣告作為市場行銷工具，用戶在瀏覽Instagram 限時動態時跳出廣告的機率也隨之提高。本研究採用心理抗拒理論，以三個主要構面檢視Instagram用戶對社群媒體廣告抗拒之反應：結構因素（訊息品質和知覺相關性）、關係因素（可信度、同質性和擬社會關係）以及個人差異因素（錯失恐懼、產品涉入和隱私關注），並探究用戶對Instagram 限時動態廣告的反應是否影響用戶的客戶品牌參與度。本研究共收集652個有效網路問卷樣本，結果顯示：較高的訊息品質可以減少社群媒體廣告抗拒，然而知覺相關性可能引起用戶反感。同質性和產品涉入可以減低廣告侵擾感。而具有較高錯失恐懼和隱私關注特質的用戶會對社群媒體廣告有較顯著抗拒。本研究亦發現較高程度的廣告惱怒可能對客戶品牌參與會產生負面影響。本研究結果可供市場行銷從業者及研究人員作為相關建議參考。而本研究將關係因素納入，並探討個人差異因素做為直接影響社群媒體廣告抗拒的前因，進一步擴大討論了過去關於社群媒體廣告抗拒的研究，並建議未來在Instagram 限時動態廣告領域的研究主題，能深入探討網紅與社群媒體廣告抗拒之間的關係。

With the growing use of Instagram Stories ads by companies as a marketing tool, the probability of users being exposed to ads that abruptly appear in their Instagram Stories is also increasing. This may cause people’s reactance reaction on the social media platform. This study adopts the Psychological Reactance Theory and examines the effects of three constructs: structural factors (information quality and perceived relevance), relational factors (credibility, homophily, and parasocial relationship), and individual difference factors (fear of missing out (FoMO), product involvement, and privacy concern) as antecedents of social media advertising reactance (SMAR), including intrusiveness and irritation; and investigates whether users' reactance response to Instagram Stories ads affects users’ customer brand engagement. An online questionnaire was administered with 652 valid respondents, and the results reveal that higher information quality can reduce people’s reactance toward advertising on the social media platform, while perceived relevance can generate reactance. Homophily and product involvement can mitigate the feeling of intrusiveness. Users with higher levels of FoMO and privacy concern have a significant impact on increasing SMAR. Lastly, higher perceived irritation can negatively impact customer brand engagement. This study yields relevant suggestions for marketers and researchers. By incorporating individual difference factors and relational factors as direct drivers of SMAR, this study expands upon previous research on SMARM. Further research is suggested to better understand the relationship between influencer and SMAR in the context of Instagram Stories ads.

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