最後，期望將此成果提供給相關經營者與研究者，有效了解Hashtag在社群媒體上的實際使用情形與效果，作為企業在行銷層面上的商業操作依據，以及Hashtag在社群媒體中所帶來的商業效益參考。 In recent years, people gradually attach importance to the concept of “Hashtag” in Social Media. Users begin to use hashtag to express themselves and communicate with others. In addition, users can use specific hashtag to search for the information they want. This study uses Instagram as a case, and data was collected from college students and the youth. In Instagram, hashtag is commonly used by the youth; as a result, this study is based on Expectation Confirmation Theory Information Systems Continuance Model and combined with Entertainment, Playfulness two theories to explain the behavior of users using hashtag in Instagram.
The results of the study are showed as follows.
1.When the users use social media in the context of safety, they use it the longer, the more can increase the feelings and perceptions of the Hashtag. 2. The rise of social media, Hashtag is not only a search tool, but also an interactive medium. 3. Social media users feel better about using Hashtag, and their awareness will also improve.
Finally, this study is expected to be available to operators and researchers to understand hashtag''s actual use and effects in social media, and become the basis of commercial operations in the marketing. Besides, hashtag bring commercial benefits reference in social media.
