隨著行動網路的普及與社群媒體的盛行，讓社群網路使用者跳脫時間與地理位置的限制，能快速的將資訊分享給朋友。其中，Facebook的打卡分享功能，讓網路口碑迅速融入消費者的生活當中，與社群朋友分享生活點滴也已在社群網路中隨處可見。而在此環境下，愈來愈多的商家以優惠折扣結合網路口碑的行銷方式，讓消費者與朋友分享資訊的同時也替商家傳遞網路口碑，並藉由社群網路的口碑力量，以更低的成本來傳遞更多資訊給社群朋友知道。
然而，新起的打卡行銷方式，雖為網路口碑的分享與傳遞，但在學術上仍有許多層面需發掘與改善。根據過往的研究資料顯示，財務性動機的促銷優惠最能觸發消費者的興趣，另外，在分享訊息的過程中，炫耀性的訊息分享總是較能夠引起朋友熱烈的回應。而採用打卡行銷的商家又以餐廳較為盛行。因此，本研究將針對餐廳財務性與炫耀性動機對消費者打卡意願做探討。
本研就將整理學術上財務與炫耀性動機的理論並加以歸納與分析，探討該動機對打卡意願之影響。接著，將財務性動機分為十項：價格、樣品、優惠卷、現金退讓、價格包、贈品、獎金、酬賓回饋、組合促銷與交叉促銷，以及炫耀性動機分為四項：高價位、氣氛環境佳、地點特殊與知名度高，來對打卡意願做進一步之探討。
研究結果顯示，財務與炫耀性動機皆會正向影響打卡意願。其中，財務性動機又以單次優惠為主要因素，而炫耀性動機則是在於提升個人品味為主要分享內容。本研究結果可提供後續研究者做為參考的依據，進而深入探討社群網路行銷與打卡意願之影響。亦可提供餐廳業者能更有效的選擇優惠方案，以及商家在採用社群網路行銷來提升社群媒體曝光度的一個參考方向。

With the popularity of mobile networks and the prevalence of social media, social network users can escape the limitations of time and location and they can share the information to their friends quickly. Among them, the check-in sharing function of Facebook let electronic WOM quickly integrated into the lives of consumers and to share with the social media friends about their life with everywhere in the social network. In this environment, numerous companies make discount to combination of electronic WOM marketing which allows not only consumers to share information with friends but also for businesses to pass electronic WOM by using WOM power of the social network. Companies use social media which spend lower cost and deliver more information to the potential customers.
Although new marketing methods from the check-in can share and transfer of the electronic WOM but in the academic levels still need to explore and improve. According to past research, the financial motivation promotion is one of the most interested information to the consumers. In addition, in the process of sharing the message, the show off message sharing is always cause more enthusiastic responses from their friends. Compare with other industries, the restaurants more prevalent to use the check in function. Therefore, this study will focus on the financial and show off motivation in the restaurant to consumers’ check-in intention to explore.
The research will collation academic financial and show off motivation theory be summarized and analyzed the check-in intention to explore the motivation. And then, this research dividing financial motivation into 10 items: Price, Sample, Coupons, Cash refund offers Price packs Premiums/ Gifts, Prizes/ contests/ sweepstakes/ games, Patronage awards, Tie-in promotions, Cross-promotions. And dividing show off motivation into 4 items: High-priced, good atmosphere, place of special and high-reputation. To do the further explore for check-in intention.
This study indicates financial and show off motivation theory will affect the check-in intention. Among them, individual check-in deals is the main factor of financial motivation and show off motivation is to enhance the personal taste as the main share content. The results of this study provide the basis of future researchers as a reference and make a depth research about the affect of social media marketing with check-in intention. Moreover, provide restaurant owners more effective option deals and companies in the use of social network marketing to enhance social media exposure of a reference direction.

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