Instagram 美食打卡文內容力、美食動機對消費意圖之影響：衝動特質調節觀點

The Effect of Instagram Check-Ins and Gourmet Motivation on Consumption Intentions: The Moderating Role of Impulsive Traits

很多消費者在進行購買決策前，都會觀看網友的消費經驗，而店家亦藉由誘因的提供鼓勵消費者藉由社群加以宣傳，近年來Instagram 的使用蓬勃發展，美食打卡文更成為趨勢下的產物。過去許多研究多著重於打卡動機及其分享行為的研究，較少致力於打卡文觀後行為，對其消費意圖的影響。所以本研究以SOR 理論為基礎，探討Instagram 美食文打卡文內容力、美食動機、對消費意圖的影響，其中衝動特質是否扮演調節角色。本研究透過網路進行問卷調查，總共蒐集202 份樣本，研究發現，美食打卡文透過美食動機，進而影響消費意圖，其中美食動機對消費意圖受到衝動特質之調節效果所影響。最後針對研究結果提出建議，供未來研究及美食業者及行銷人員決策參考。

Customers will make decisions based on others' experiences. Instagram gourmet check-ins are becoming increasingly popular. Stores encourage Instagram users to complete check-ins by providing incentives. In the past, many studies have concentrated on check-ins motivation, and sharing behaviors, and have had little impact on consumer intentions. This study is based on the SOR (Stimulus-Organism-Response) theory and focuses on the effect of Instagram check-ins and gourmet motivation on consumption intentions by exploring the moderating role of impulsive traits. The study, which collected a total of 202 samples through a web-based questionnaire, found that Instagram check-ins had a significant positive effect on consumption intentions, and were mediated by gourmet motivation, and impulsive traits moderated the effect of gourmet motivation on consumption intentions. Some suggestions have been proposed for researchers and marketers.