在網路發展愈來愈蓬勃的時代，開始有多種不同類型的社群媒體出現，現今社交媒體上極度活躍的一群正是「Z 世代」。在許多的社群網站中，竄升最快的就是Instagram。
Instagram的興起帶起了一股潮流，現在只要到餐廳用餐，「手機先食者」成為無可阻擋的趨勢，越來越多人上餐點的第一個舉動就是「先拿起手機」，幫食物拍照或跟食物一起拍網美照，並立刻上傳打卡分享到Instagram，接著才享用餐點，是很多年輕人日常。
本研究主要以打卡當作主軸，去探討背後的動機，及帶來的網路口碑與行為意圖，以網路問卷作為量化資料的收集方式，研究對象為在主題餐廳使用Instagram 打卡使用者，以SPSS 21.0 版做為資料分析工具，檢視研究變項間關係與影響並進行各項研究假說的驗證，以電子問卷抽樣調查，發放750份問卷。問卷回收後，進行篩檢扣除回答不完整之無效問卷154份，總計有效問卷596份。
The rise of Instagram has brought a trend, and now as long as dining in restaurants, "mobile first eaters" become an unstoppable trend, more and more people eat the first act is "pick up the phone first", take a picture of food or take a picture with food, and immediately upload a punch to Instagram, and then enjoy a meal, which is daily for many young people.
This study mainly uses punch card as the main axis to explore the motivation be-hind it, the online word-of-mouth and behavioral intentions it brings, and the online badge questionnaire as a quantitative data collection method. SPSS 21.0 is used as a data analysis tool. It examines the relationship and impact of research variables and validates various research fakes. It uses electronic questionnaires to sample surveys and issues 750 questionnaires. After the questionnaires were collected, 154 invalid questionnaires with incomplete answers were screened and deducted, for a total of 596 valid questionnaires.
