隨著社群媒體與商務的蓬勃發展，Instagram 已成為企業在行銷廣告中不可 忽視的平台。而為滿足企業對於社群商務日漸提升的需求，Instagram 陸續推出 了許多新功能，如上滑功能、IGTV、商品標籤、IGShop 等。而其中最讓企業期 待的功能之一就是商品標籤，含有商品標籤的貼文可吸引受眾直接前往商品詳情 頁面深入瞭解，接著受眾亦能夠進一步從商品頁面前往品牌自有網站進行購買， 將消費者之瀏覽與購買之間的距離縮短。本研究目的為探討 Instagram 商品標籤 功能的有無與各種形式(商品標籤大小、商品標籤距離商品的遠近、商品標籤字 數多寡)對於消費者購買意圖所產生之影響，以及是否會因品牌熟悉度高低而有 所不同。期許能夠讓企業在使用此重要功能時，能夠有更明確的依據與參考。
經研究結果顯示，在 Instagram 限時動態中，「加上商品標籤」的購買意圖 將會優於「無商品標籤」時。而在商品標籤形式對於購買意圖的方面，「商品標 籤較大」優於「商品標籤較小」、「商品標籤距離商品較近」優於「商品標籤距 離商品較遠」、「商品標籤字數較多」優於「商品標籤字數較少」。此外，研究 亦顯示，品牌熟悉度對於以上四組變項皆不具有調節效果，亦即以上結果皆不會 因為用戶對於品牌的熟悉度較高或較低而有所改變。研究結果理論上闡明消費者 面對 Instagram 商品標籤形式時的決策過程，實務上則可作為品牌或企業制定 Instagram 行銷策略之參考。

With the rapid development of social media and commerce, Instagram has become an essential platform for companies in marketing. In order to meet the increasing demands of social commerce, Instagram is constantly rolling out many new features, such as swipe-up, IGTV, product tags, IG Shop and etc. And one of the most anticipated functions of companies is “product tags.” Posts containing product tags can attract audiences to directly enter the page of product details, and then they can further click on the brand’s own website links and purchase, which can shorten the consumers’ purchase process. The aim of this study is to explore the effects of Instagram product tags format and brand familiarity on consumers’ purchase intention and the product tags formats includes the size and the number of words of the product tags, and the distance between the product tags and the products. This research is expected to enable companies to have a clearer reference when using this important function.
The results of the research show that when companies post Instagram stories, the purchase intention of "adding product tags" will be better than that of "no product tags". In terms of the formats of product tags for purchase intention, a “larger” product tag with “more words” and “closer to the product” has a better impact on purchase intention. Besides, results also show that none of the above results will change due to users’ familiarity with the brand. In conclusion, the research theoretically portrays the decision-making process of consumers in the face of Instagram product tags. Practically, the research provides suggestions for brands or companies to develop effective Instagram marketing strategies.

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