自媒體影像敘事對不同經驗滑雪者參與意圖的影響

The Impact of Self-Media Visual Narratives on the Participation Intentions of Skiers with Different Experience Levels

隨著社群媒體的發展，影像敘事成為推廣戶外運動的重要策略，對滑雪運動的參與意圖產生影響。然而，不同影像敘事策略如何影響參與意圖仍缺乏充分研究。本研究透過問卷調查183位滑雪經驗不同者（完全初學者、初中級者、專業滑雪者），探討冒險、教學、紀實三種影像對參與意圖、情感共鳴、自我效能與觀察學習等心理變數的影響，並採用二因子多變量變異數分析（Two-Way MANOVA）與Tukey HSD事後檢定分析。
結果顯示，影像類型對情感共鳴（η²= 0.210, p < 0.001）、自我效能（η²= 0.131, p < 0.001）與社交行為（η²= 0.118, p < 0.001）具顯著影響，影像類型對參與意圖亦具顯著影響（p = 0.002,η²= 0.070），顯示情感共鳴與自我效能可能共同促進參與意圖。進一步分析顯示，情感共鳴在影像影響參與意圖的過程中發揮中介作用，顯示影像的情感傳遞對運動推廣至關重要。冒險影像不僅激發高經驗滑雪者的情感共鳴，亦意外地對初學者族群展現出較高的自我效能提升效果；反觀教學影像對完全初學者的實際影響有限，顯示影像風格與經驗層級間存在非線性關係。紀實影像在情感共鳴與社交行為上效果最為顯著，為各影像風格中整體影響力最高者。
本研究結果可應用於滑雪運動的視覺行銷與社群媒體推廣，顯示影像應根據受眾滑雪經驗層級進行設計，以提升運動參與意圖與學習動機。未來研究可進一步探討影像視角與剪輯風格對觀眾行為的影響，並分析影像對滑雪參與意圖的長期效應，提供更完整的視覺行銷策略。

With the development of social media, visual narratives have become an important strategy for promoting outdoor sports, influencing participation intentions in skiing. However, how different visual narrative strategies affect participation intentions remains insufficiently studied. This study investigated the effects of three types of visual narratives—adventure, instructional, and documentary—on participation intentions, emotional resonance, self-efficacy, and observational learning through a questionnaire survey of 183 skiers with varying levels of experience (complete beginners, intermediate skiers, and professional skiers). Two-way multivariate analysis and Tukey HSD post-hoc tests were used to evaluate the results. The results showed that image type significantly influenced emotional resonance (η²= 0.210, p < 0.001), self-efficacy (η²= 0.131, p < 0.001), and social behavior (η²= 0.118, p < 0.001). Image type also significantly influenced participation intention (p = 0.002,η²= 0.070), indicating that emotional resonance and self-efficacy may jointly promote participation intention. Further analysis showed that emotional resonance played a mediating role in the influence of images on participation intention, demonstrating that the emotional transmission of images is crucial for sports promotion. Adventure images not only evoked emotional resonance in highly experienced skiers but also unexpectedly showed a higher self-efficacy enhancement effect among beginners; conversely, instructional images had limited actual impact on complete beginners, indicating a non-linear relationship between image style and experience level. Documentary images had the most significant effects on emotional resonance and social behavior, exhibiting the highest overall influence among all image styles. The findings of this study can be applied to visual marketing and social media promotion for skiing, indicating that visuals should be designed according to the audience's skiing experience level to enhance participation intention and learning motivation. Future research could further explore the impact of visual perspective and editing style on audience behavior, analyze the long-term effects of visuals on skiing participation intention, and provide a more comprehensive visual marketing strategy.