探討社群媒體資訊表現形式與貼文主題類型對於點閱行為的影響──以小紅書為例

The Impact of Social Media Information Presentation Forms and Post Topic Types on Viewing Behavior：A Case Study of Xiaohongshu

本研究以事後回朔法探討社群媒體貼文資訊表現形式（圖文vs.影片）與貼文主題類型（生活vs.美食vs.旅遊）及貼文描述地點（國內vs.國外）對使用者點擊次數的影響情形，並以社群媒體「小紅書的25篇新近貼文為研究材料，經以無母數統計分析發現：（1）「貼文資訊表現形式」顯著影響使用者的點擊次數，貼文以影片呈現較以圖文呈現時的點擊次數為高。（2）「貼文主題類型」顯著影響使用者的點擊次數，貼文以「美食」或「旅遊」為主題的點擊次數顯著較以「生活」為主題時為高。（3）「貼文描述地點」並未顯著影響使用者的點擊次數，貼文描述國內或國外地點的點擊次數並無顯著差異。研究結果可提供社群媒體資訊創作者規劃貼文資訊及表現形式與描述地點之參考，以增加社群媒體的使用者對貼文之點擊次數。

This study employs a retrospective approach to investigate the impact of social media post information presentation format (text and images vs. videos), post topic types (lifestyle vs. food vs. travel), and the location described in the post (domestic vs. international) on the number of clicks received by readers. The research uses 25 recent posts from the social media platform ''Xiaohongshu'' as the study material. Through non-parametric statistical analysis, the findings reveal that: (1) The ''information presentation format'' of the post significantly influences the number of clicks, with posts presented in video format receiving higher clicks than those presented in text and images. (2) The ''post topic type'' significantly affects the number of clicks, with posts themed around ''food'' or ''travel'' receiving significantly higher clicks compared to those themed around ''lifestyle.'' (3) The ''location described in the post'' does not significantly affect the number of clicks, as there is no notable difference in the clicks received by posts describing domestic or international locations. These findings provide insights for social media content creators in planning information formats, topic types, and location descriptions to enhance user engagement and increase click rates on social media posts.