社群媒體在現代生活中是人們不可或缺的工具。其中，在社群媒體上使用濾鏡和 朋友一起玩小遊戲、使用濾鏡來美化臉部、或是加上一些個性化的特效在濾鏡裡皆大 大增加了使用體驗。這也創造了一種新型行銷方式:濾鏡行銷。社群媒體動態裡面的濾鏡最一開始創造出來的初衷是為了在社交平台上和朋友聊天時增添樂趣，後來更衍生 出借助濾鏡推銷產品或品牌行銷之功能。
本研究之動機主要為調查濾鏡行銷對社交媒體用戶購買意願的影響。此外，本研究分析了用戶的享樂動機、感知相關性、使用社交媒體濾鏡的習慣及原生廣告特性對 社交媒體廣告接受度的影響，並檢驗了用戶對濾鏡的偏好與用戶購買意願之間的關係。為了探索這些影響，本研究選擇了卡方檢定。該問卷共有 240 名參與者通過匿名網路問卷的調查，經調查後獲得參與者關於自身在社交媒體上對濾鏡廣告、濾鏡行銷之看法以及他們決定購買產品與否。本研究之分析方法包含卡方檢驗以及信度效度分析。
結果表明，首先，用戶的享樂動機、感知相關性和使用社交媒體濾鏡的習慣與社交媒體廣告的接受度之關係呈正相關，尤其是當吻合原生廣告特性時，也就是當社交濾鏡廣告不太像廣告時，用戶不太會拒絕。此外，用戶對媒體過濾廣告的偏好與其購買意願成之關係也呈正相關。
研究中提出的發現和結論僅在選定地區內有效，由於環境因素的差異，此研究結果不適用於其他地區。

Nowadays, social media plays a key role in people’s lives. Playing mini games with friends, beautifying the facial appearance, and applying personalized effects through filters on social media opens the door to new forms of enhanced experience using Augmented Reality, which also creates a new type of marketing, filter marketing. The filter was originally designed to add fun to chats with friends, but later was found to be used to sell products or brand marketing with the help of filter.
This thesis mainly investigated the influence of filter marketing on purchasing intention to the social media user. Furthermore, the thesis analyzed the influence of users' hedonic motivation, perceived relevance, and habits of using social media filters on social media advertisement acceptance and examined the relationship between user' preference for filters and user' purchase intention. The author has employed a quantitative approach and a survey to investigate these consequences. A convenience sample of 240 individuals completed the questionnaire, providing information on their personal use of social media, their interest in filter marketing, and their intention to make a purchase. By using collecting data, the Chi-square test and the hypotheses were examined.
The results show that, first, the user's hedonic motivation, perceived relevance, and the habit of using social media filters are positively correlated with the acceptance of social media advertisements, especially when the social filter advertisements are less like advertisements, users are less likely to reject it. Second, users' preference for media filter advertisements is directly proportional to their purchase intentions. The findings and conclusions presented in the research are only valid within the population selection and can not to be generalized elsewhere due to the differences in environmental factors.

1. Agnew, J., & Sindhav, B (2009). An e-commerce business model of peer-to-peer interactions among consumers. Journal of Cases on Information Technology (JCIT), 11(2), 12-21.
2. Aji, P., Nadhila, V., & Sanny, L (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
3. Alalwan, A. A (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65- 77.
4. Alves, H., Fernandes, C., & Raposo, M (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029-1038.
5. Campbell, C., & Marks, L. J (2015). Good native advertising isn’ta secret. Business horizons, 58(6), 599-606.
6. Chen, H (2018). College-aged young consumers' perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22- 36.
7. Chen, Y., Harnchamchai, A., & Saeheaw, T (2021). Current and Future Direction of Social Media Marketing in SMEs: A Systematic Literature Review. 2021 IEEE International Conference on e-Business Engineering (ICEBE),
8. Flecha-Ortíz, J., Santos-Corrada, M., Dones-González, V., López-González, E., & Vega, A (2021). Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation. Journal of Business Research, 125, 798-805.
9. Gillette, F (2013). Snapchat and the erasable future of social media. Business Week, 42- 47.
47

10. Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884- 905.
11. Hinsch, C., Felix, R., & Rauschnabel, P. A (2020). Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987.
12. Jin, S. V., Muqaddam, A., & Ryu, E (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
13. Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O (2012). Principles of marketing: an Asian perspective. Pearson/Prentice-Hall.
14. Lee, J., & Lee, J.-N (2009). Understanding the product information inference process in electronic word-of-mouth: An objectivity–subjectivity dichotomy perspective. Information & management, 46(5), 302-311.
15. Manic, M (2015). The Rise of native advertising. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(1), 53.
16. Pellemans, P. A (1971). The consumer decision‐making process. European journal of Marketing, 5(2), 8-21.
17. Qazzafi, S (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
18. Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T (2022). What is augmented reality marketing? Its definition, complexity, and future. In (Vol. 142, pp. 1140-1150): Elsevier.
19. Scholz, M., Schnurbus, J., Haupt, H., Dorner, V., Landherr, A., & Probst, F (2018). Dynamic effects of user-and marketer-generated content on consumer purchase behavior: Modeling the hierarchical structure of social media websites. Decision
48

Support Systems, 113, 43-55.
20. Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K
(2012). The impact of brands on consumer purchase intentions. Asian Journal of
Business Management, 4(2), 105-110.
21. Tankovska, H (2021). Most popular social networks worldwide as of January 2021,
ranked by number of active users. Statista. https://www. statista. com/statistics/272014/global-socialnetworks-rankedby-number-of-users/(accessed Feb, 1, 2021.
22. Tuten, T. L., & Solomon, M. R (2017). Social media marketing. Sage.
23. Velten, J. C., & Arif, R (2016). The influence of snapchat on interpersonal relationship
development and human communication. The Journal of Social Media in Society, 5(2),
5-43.
24. Waters, R (2014). Instagram®: How Kevin Systrom & Mike Krieger Changed the Way
We Take and Share Photos. Simon and Schuster.