社群媒體的出現與普及改變了人們互動方式。同時，也替企業帶來新興的行銷管道。Instagram為近年來快速成長的社群媒體，從原先只是用戶分享內容的平台，如今隨著使用者逐漸成長，具備獨特的功能，讓Instagram不再只是單純的社交平台，順應商業需求的趨勢下，Instagram開發了企業粉絲專頁的功能，讓企業在這個特別的社群媒體上進行企業經營與行銷。
    本研究之目的為探討消費者使用Instagram企業粉絲專頁之動機、購買意願與顧客忠誠度之關係，以及品牌意識是否在消費者使用Instagram企業粉絲專頁之動機、購買意願與顧客忠誠度的關係間產生中介影響。研究樣本以發放網路問卷取得，經整理出有效樣本後，使用敘述性統計分析、信度分析、效度分析、相關分析與迴歸分析來探討各變數之間的關係，最後根據研究結論給予實務建議以及學術建議。
研究結果如下：
1. 消費者使用Instagram企業粉絲專頁之動機會正向影響品牌意識。
2. 消費者使用Instagram企業粉絲專頁之動機會正向影響購買意願與顧客忠誠度。
3. 品牌意識在消費者使用Instagram企業粉絲專頁之動機與購買意願間具有中介效果。
4. 品牌意識在消費者使用Instagram企業粉絲專頁之動機與顧客忠誠度間具有中介效果。

The emergence of social media not only changed how people communicate with each other, but also brought a new marketing access for enterprises. Recently, Instagram has become the popular social media. With growing number of users and its unique functions, Instagram is no longer a platform for socializing and content sharing. Within the business trend, Instagram developed the function of business fan page for interprises to do business and marketing.
    The purpose of this study is to explore the effects of customers’ motivations to use Instagram business fan page on purchase intention, and customer loyalty respectively, and to examine the mediating effect of brand awareness. The research method is conducted in online questionnaire. After effective samples are collected, the study adopts descriptive statistics, reliability, validity, correlation, and regression analysis to explore the relationship of each variable. Finally, according to the analysis results, the practical and academic suggestions are provided.

The results of this study are as follows:
1. Customers’ motivations to use Instagram business fan page have a positive impact on brand awareness.
2. Customers’ motivations to use Instagram business fan page have a positive impact on purchase intention and customer loyalty.
3. The mediating effect of brand awareness on customers’ motivations to use Instagram business fan page and purchase intention exists.
4. The mediating effect of brand awareness on customers’ motivations to use Instagram business fan page and customer loyalty exists.

目錄
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的4
第四節 研究問題與觀念性架構5
第五節 研究流程6
第二章 文獻探討7
第一節 社群媒體行銷 (Social Media Marketing)7
第二節 Instagram企業粉絲專頁 (Instagram Business Fan Page)11
第三節 品牌意識 (Brand Awareness)18
第四節 購買意願 (Purchase Intention)24
第五節 顧客忠誠度 (Customer Loyalty)30
第三章 研究方法34
第一節 研究架構34
第二節 研究假設35
第三節 變項操作性定義與衡量38
第四節 研究設計42
第五節 資料分析方法45
第四章 資料分析結果48
第一節 敘述性統計分析 (Descriptive Statistics Analysis)48
第二節 信度分析 (Reliability Analysis)55
第三節 效度分析 (Validity Analysis)56
第四節 相關分析 (Correlation Analysis)57
第五節 迴歸分析 (Regression Analysis)59
第五章 結論與建議65
第一節 研究結論65
第二節 研究建議68
第三節 研究限制72
參考文獻73
中文部分73
英文部分75
附錄83
正式問卷83
 
表目錄
表2- 1雙溝通因子模型21
表3- 1消費者使用Instagram企業粉絲專頁之動機衡量構面與問項38
表3- 2品牌意識衡量問項39
表3- 3購買意願衡量問項40
表3- 4顧客忠誠度衡量問項41
表3- 5前測問卷各變數之信度分析43
表3- 6前測問卷各變數之因素分析44
表3- 7 Cronbach’s 係數與可信度之對照45
表3- 8 KMO值與因素分析適用性之對照46
表3- 9相關係數與關聯強度之對照46
表4- 1樣本基本資料分析48
表4- 2前六名樣本互動Instagram企業粉絲專頁之產業類別50
表4- 3樣本Instagram使用行為分析51
表4- 4正式問卷各變數之信度分析55
表4- 5正式問卷各變數之因素分析56
表4- 6正式問卷各變數之相關分析58
表4- 7消費者使用Instagram企業粉絲專頁之動機對品牌意識之迴歸分析表59
表4- 8消費者使用Instagram企業粉絲專頁之動機對購買意願之迴歸分析表60
表4- 9消費者使用Instagram企業粉絲專頁之動機對顧客忠誠度之迴歸分析表60
表4- 10消費者使用Instagram企業粉絲專頁之動機、品牌意識對購買意願之迴歸分析表62
表4- 11消費者使用Instagram企業粉絲專頁之動機、品牌意識對顧客忠誠度之迴歸分析表63
表4- 12 研究假設結果彙整表64
 
圖目錄
圖1- 1 觀念性架構5
圖1- 2 研究流程圖6
圖2- 1 2018年度Instagram行銷類別比例16
圖2- 2 品牌意識金字塔19
圖2- 3 X-YZ宏觀模型22
圖2- 4簡易三元態度模型24
圖2- 5三步按部模型27
圖2- 6消費者決策程序模型28
圖2- 7忠誠關係31
圖3- 1假設架構圖34

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