社群平台的特性形成品牌端與消費者端溝通的重要橋梁，而限時動態的特性影響使用者的心理變化，故本論文以限時動態作為模擬情境，探討後悔心理與感知時間壓力兩者間的關係以及後悔對即時購物意願的關係。此外，加入涉入程度和使用社群媒體的不同背景作為調節變數。而本研究結果在時間壓力下會影響後悔心理進而影響即時購物意願，而根據分群檢定結果顯示，涉入程度高的組別在正向調節時間壓力到預期後悔之間的關係的效果比涉入程度低的組別來的好；而追蹤帳號數低的組別在負向調節預期後悔到即時購物意願的關係比追蹤帳號數高的組別來的好。

The features of social media become the important and primary communication bridge between in-house and consumers. And the properties of Instagram story affect the change of users’ mental. Therefore, the thesis is focused on stories being the main scenario simulation, which investigates the relationship between time pressure and regret mental and that between regret mental and real-time purchase willingness. Besides, I add the involvement and the different background of using social media to be the moderators.

According to the consequence, it indicates that time pressure would affect the regret mental and then affect the real-time purchase willingness. In terms of grouping statistical test, the high-involvement group has more positive moderation effect between time pressure and expected regret than the low-involvement group; however, the less-followers group has more negative moderation effect between expected regret and real-time purchase willingness than the more-followers group.

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