“一圖勝千言! ”豐富的圖像與視覺內容已充斥在我們生活中各式各樣的社群網絡與數位媒體。隨著社群平台與消費行為的深度結合，使用者生成內容（User-Generated Content；以下簡稱UGC）中圖像的運用具關鍵商業效益價值，然而，現有文獻仍多以廣告中的圖像為主要研究範疇，UGC的相關研究則以文字內容的探討居多；再者，圖像的組成與特性相對抽象而複雜，如何解構不同類型圖像對消費者認知與態度的影響雖重要卻探討不足。有鑑於此，本研究以目前年輕消費者青睞、並受到視覺內容主導的社群平台Instagram為背景，探討UGC貼文中呈現產品的圖像類型(以產品圖像vs.以其他消費者圖像為主)，是否會基於其所呈現的產品類型與消費者搜尋方式不同而令消費者對產品本身與貼文內容形成不同程度的興趣與吸引力，進而對購買意願產生不同的影響。本論文採用2（圖像類型） x 2 （產品類型）x 2（搜尋類型）組間實驗設計，模擬Instagram上的真實操作設計實驗情境，共計有317名有效受測者參與。統計分析結果顯示當UGC貼文的內容為功能性產品，使用產品圖像會引發較高的產品興趣與感知之貼文吸引力，並進而提升消費者的購買意願；當內容為享樂性產品，則兩種圖像在使用的效果上則沒有顯著差異。搜尋類型與圖像類型則沒有顯著之交互作用，無論消費者是透過主動搜尋或被動接收到貼文，產品圖像整體而言皆引發較高的產品興趣與貼文吸引力。圖像類型與產品類型的交互作用透過感知的貼文吸引力與引發的產品興趣中介而影響閱聽者對於UGC中之產品的購買意願。本研究之應用與未來建議將於文中進一步討論。

"A picture is worth a thousand words." Today, with the booming social networking and digital media technologies, rich images are seemingly everywhere. The use of visual communication in social marketing is prevalent, and yet the effectiveness of different types of images shared by consumers is not well understood. Although research offers rich insights to our understanding of consumer responses to images shown on advertising, existing studies regarding user generated content (UGC) primarily focus on text content analysis. Due to the complex composition and characteristics of images, knowledge of their influence is crucial but remains limited. Against this backdrop, this study aims to explore how different types of UGC images in social media affect consumer in the context of Instagram, an image-based social platform now highly favored by young generation. Specifically, this study investigates whether product type of the posted item and the type of search explain how two kinds of images (product only vs. consummatory images) produce influence. Using a 2(image type) x 2(product type) x 2(search type) between-subject experimental design, this study collected 317 valid responses. Results revealed an interaction effect between image type and product type; the effects of product-only images on subjects’ interest for the product and perceived attractiveness of the post are stronger for utilitarian products than for hedonic ones. But for hedonic products, no different effect of image type was observed. The analyses also revealed no significant interaction between image type and search type. Finally, the interaction effect between image type and product type influences viewers’ purchase intention of the post item through the mediation of product interest and perceived overall attractiveness of post. Implications and future recommendations are discussed in greater detail in the paper.

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