甜點市場近年來逐漸蓬勃發展，而隨著科技的普及，Instagram等以視覺內容為主的社群媒體成為業者推廣商品與行銷的重要管道。在此資訊量龐大且競爭激烈的社群媒體環境，尤其是Instagram多圖並列呈現的界面中，單一圖片內容如何有效吸引使用者關注並促使其產生點擊行為，是一項重要的行銷議題。本研究旨在聚焦於Instagram甜點圖片的三項常見視覺設計線索：拍攝角度、背景及切面，探討在Instagram多圖並列呈現下，三項視覺設計線索對使用者點擊意願的影響，並結合消費者專業知識及甜點資訊獲取自我效能，分析不同使用者在視覺偏好上的差異。
本研究運用基於選擇的聯合分析方法，以問卷調查搜集資料，並使用條件邏輯斯模型檢驗假說。研究結果證實拍攝角度、背景與切面皆顯著影響使用者的點擊意願，具體而言，當甜點圖片拍攝角度為45度、背景對比度較高，以及有呈現切面時，更能提升點擊意願。在屬性相對重要度方面，使用者最重視的屬性為切面，其次是拍攝角度，最後為背景。本研究亦發現，不同消費者專業知識族群對屬性偏好存在差異，總體而言，若想吸引對甜點較不熟悉的顧客，建議優先兼顧切面與背景的設計；針對具備知識的甜點愛好者，則推薦優先呈現切面。此外，不同甜點資訊獲取自我效能者亦存在偏好差異，在此基礎上，對於擅長線上搜索資訊的族群，建議優先展示清楚切面；而針對較少主動搜尋甜點資訊的族群，相關品牌則可依需求與資源條件，自由選擇使用45度的拍攝角度、提高背景對比度或展示切面。綜合以上，本研究結果可為甜點相關品牌與行銷人員提供Instagram圖片視覺設計的具體建議。

Sweets markets have grown rapidly, and visually oriented social media platforms such as Instagram have become important marketing channels. In a highly competitive, image-saturated environment, especially within Instagram’s multi-image grid display, how a single image captures attention and drives intention to click is a critical issue.
This study examines three visual design cues in Instagram images of sweets: camera angle, background, and cross-section, and their effects on users’ click intention. We further use consumer expertise and sweets information self-efficacy to form user groups and examine differences in visual preferences for sweets images. A choice-based conjoint design and conditional logit model are used, with data collected via a survey.
Results show that all three visual design cues significantly influence click intention. Images featuring a 45-degree camera angle, higher background contrast, and a visible cross-section led to higher click intention. Among these attributes, cross-section is the most important, followed by camera angle and background. We also observed preference heterogeneity. For users with lower consumer expertise, emphasizing both cross-section and high-contrast background is recommended, whereas for users with higher consumer expertise, highlighting the cross-section is most effective. In addition, users with higher sweets information self-efficacy respond more positively to clear cross-section displays. In contrast, those with lower self-efficacy exhibited no significant differences in preference across the three visual design cues, suggesting that marketers may flexibly choose among cross-section display, high-contrast background, and 45-degree camera angle according to available resources and campaign goals.
These findings provide practical guidance for designing effective Instagram images for sweets marketing.

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