| 摘要: | 在網路蓬勃的時代，有部分的人會在旅遊時使用社群軟體打卡，從一開始的 Facebook 到現在的 Instagram，打卡漸漸地成為熱門話題。本研究主要以社會影響與動機理論為模型基礎，納入「公眾自我意識」、「主觀規範」、「儲存資訊」、「自我宣傳」、「得到回應」和「經濟報酬」等動機因素，探討旅遊者使用 Instagram 打卡時的動機。本研究以網路問卷方式向Instagram 使用者進行調查，回收有效問卷 300 份後，將問卷資料加以整理，先進行驗證性因素分析，確立整體的模式，再進行路徑分析。 研究發現使用 Instagram 之用戶年齡大多為 21－30 歲，且年資大部分都已經使用 4－5 年，平均每天都會使用一小時以上，最常在旅遊景點打卡。不同背景之使用者其打卡動機、社會影響及打卡行為有部分差異。經由路徑分析發現，社會影響中的公眾自我意識對動機各構面之影響皆顯著，當具有高公眾自我意識的人，越會使用 Instagram 打卡，而社會影響中的主觀規範對於動機中的儲存資訊構面及經濟報酬構面之影響為不顯著，顯示人們不會因為他人給予壓力而從事這些行為；此外發現有許多人並不會為了要得到他人回應或是獲得優惠而打卡，此結果與平常所見的表現有所出入。因為旅遊者大多都會在旅遊景點進行打卡，顯示觀光單位可以多加利用消費者的打卡動機，以規劃合宜的打卡佈景及內容，進而增加更多的曝光度及經濟利益。
In the booming era, some people use community software to check-in while traveling. From the beginning of Facebook to the Instagram, check-in has gradually become a hot issue. This research mainly includes social influence and motivation theory as the model basis, and incorporates such motivation factors as ＂public self-awareness＂, ＂subjective norms＂, ＂storage information＂, ＂self-promotion＂, ＂response＂, and ＂economic pay＂ to explore tourism checkin behavior. The motivation for using Instagram to check-in. In this study, an online questionnaire was used to survey Instagram users. There were total 300 valid questionnaires. Confirmatory factor analysis was performed first, and the overall pattern was established, followed by path analysis. The study found that the users who use Instagram are mostly 21-30 years old, and most of the seniority has been used for 4-5 years. The average daily use is more than one hour, and the most frequently check-in tourist attractions. Users of different backgrounds have some differences in their motivation, social influence and check-in behavior. Through path analysis, it is found that public self-awareness in social influence has a significant impact on various aspects of motivation. People with high self-awareness will use Instagram to check-in, while subjective norms in social influence will store information on motivation. The effects of facets and economic compensation facets are not significant, indicating that people do not engage in these actions because of pressure from others; in addition, it is found that many people do not check-in in order to obtain responses from others or to obtain concessions. What I saw was different. Because tourists will mostly check-in at tourist attractions, it shows that tourist organizations can make more use of consumers' motivation for punching in order to plan appropriate spots and content, thus increasing more exposure and economic benefits. |
