Instagram社群媒體蓬勃發展，特別在疫情後更被品牌商看重，將其視為重要的行銷推廣工具。過去相關研究聚焦於Instagram名人對消費者購買行為的影響 (Djafarova and Rushworth, 2017)、該與哪些Instagram影響者合作，以達較佳行銷成效 (De Veirman et al., 2017)等，而如何透過Instagram的特性提高用戶參與，是過去研究鮮少著墨的議題。
本研究整合價值說理論 (Value-Based Theory)，此理論主要以使用產品所能獲取的價值來瞭解使用的動機，享樂價值、實用價值及社會價值，這三個價值被認為是個人在使用新媒體和線上技術的基本行為需求 (Nambisan and Baron, 2007)。社群媒體用戶可以從事不同的活動，從而滿足不同的動機和需求，本研究探討心理參與對價值特性和用戶參與行為之中介效果，並採問卷調查法進行。研究結果顯示，享樂價值、實用價值及社會價值皆以心理參與為中介效果，正向影響參與行為，即心理參與在價值特性對使用者參與行為的影響中起中介效果。藉此指引明確做法，並有利於企業在創建Instagram帳號之活化。

The rapid development of Instagram, especially after the Covid-19, it has been valued by brands as an important marketing tool. In the past, the research focused on the effect of celebrities on the consumer behavior (Djafarova and Rushworth, 2017), marketing through Instagram influencers to achieve better marketing results (De Veirman et al., 2017) etc. How to increase consumer engagement through the value of Instagram is a topic that has rarely been studied in the past.
This research integrates Value-Based Theory, and this theory is mainly based on the value that can be obtained by using the product to understand the motivation for use. Utilitarian benefit, hedonic benefit, and social benefit are regarded as basic behavioral needs underlying individuals’ use of new media and online technology (Nambisan and Baron, 2007). Social media allow users to engage in different activities that serve their distinct motivations and needs. The research explores the mediating effects of psychological engagement on the social media value and consumer engagement, adopting by the survey techniques. The research results show that utilitarian, hedonic, and social benefit are psychological engagement as the mediator, which has a positive effect on consumer engagement. It gives practical guidelines and it is helpful for companies to activate their Instagram accounts.

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