打卡景點圖片類型對閱聽人參與行為的影響──以Instagram為例

The Impact of Picture Types of Hitting Locations on Listeners' Engagement Behavior - An Example from Instagram

隨著網際網路快速的發展，近年來自媒體受到大眾青睞，促使新興媒體的興起帶來多樣化的社群平台，創作者能夠輕鬆在手機介面上傳圖片或影片，迅速製造大量的廣告流量，由於使用者更傾向於欣賞吸引人的圖片和影片，視覺元素在社群媒體中的重要性日益攀升，因此品牌和個人開始更加重視在社群媒體上的視覺效果。本研究旨在探討創作者發布景點貼文時，不同類型的圖片與閱聽人參與行為之間的關係，透過網路問卷調查法，本研究選擇Instagram作為研究場域，並分析得出以下結論：（一）閱聽人選擇按讚、留言、分享的行為會以互動性圖片為優先，而收藏被認為是最有價值的參與行為，則會選擇訊息性圖片的貼文作為收藏；（二）18歲至25歲的閱聽人明顯偏好於互動性圖片的貼文；（三）依據不同業配合作業者的互動需求，在按讚、留言、分享及收藏方面，創作者需要選擇適當的圖片貼文形式，以實現貼文參與行為的最大化效應。

With the rapid development of the Internet, selfmedia has been favored by the public in recent years, prompting the rise of new media to bring a variety of social platforms, creators can easily upload pictures or videos on the mobile interface, quickly creating a large amount of advertising traffic, as users are more inclined to appreciate attractive pictures and videos, the importance of visual elements in social media is increasing, so that brands and individuals began to pay more attention to the Therefore, brands and individuals have started to pay more attention to the visual effects in social media. This study aims to investigate the relationship between different types of images and listeners' engagement behaviors when creators post scenic posts. Through the internet questionnaire survey method, Instagram is chosen as the research field for this study, and the analysis draws the following conclusions: (a) listeners' behavior of choosing to like, leave a comment, and share will be prioritized by interactive images, and favoriting, which is considered to be the most valuable engagement behavior, will be Listeners who choose to like, message and share will prioritize interactive images, while collecting is considered to be the most valuable engagement behavior, so they will choose posting of informative images as collecting; (b) Listeners aged 18 to 25 clearly prefer posting of interactive images; (c) Depending on the interactive needs of different industries, creators need to choose the appropriate form of posting of images in terms of liking, messaging, sharing and collecting in order to maximize the effect of posting engagement behaviors.