隨著社群媒體的普及與數位行銷環境的成熟，Instagram已成為高度視覺導向產業重要的行銷與互動平台。花藝產業因產品本身具備強烈美感與情感象徵性，特別適合透過視覺內容與消費者溝通。然而，現有研究對於消費者在Instagram花藝帳號中，如何透過美感體驗與互動歷程形成購買行為與後續關係，仍缺乏深入探討。
本研究以 RACE 理論作為分析架構，探討消費者在Instagram花藝帳號情境中，由接觸、互動、轉換與再購的行為歷程，並分析美感體驗所扮演的心理與行為角色。研究採質性研究取向，透過半結構式深度訪談方式，訪談七位具備 Instagram 花藝帳號購買或互動經驗之消費者。
研究結果顯示，在 Reach 階段，消費者多因送禮或節慶需求接觸花藝帳號，其關注重點並非品牌敘事，而是視覺風格是否能快速被辨識為合適選項。在 Act 階段，美感體驗由視覺吸引轉化為審美認同，消費者傾向將帳號風格視為個人品味或送禮意涵的延伸，並透過互動評估其可靠性。在 Convert 階段，購買行為建立於美感認同、互動信任與資訊透明之上，其中花材品質與服務可預期性為關鍵因素。在 Engage 階段，回購與持續追蹤則取決於實際收花品質與帳號風格及服務體驗的一致性。
本研究指出 Instagram 花藝帳號中的消費者行為，呈現出以情境需求為起點，透過美感一致性建立認同，並藉由互動累積信任以促成購買與再購的歷程。研究結果可作為花藝帳號經營者在視覺內容設計、互動策略與服務流程規劃上的實務參考，並為創作者型與小型工作室品牌之社群行銷研究提供延伸視角。

Instagram has become a vital platform for visually driven industries like floral retailing, where visual appeal and emotional symbolism are key to engaging consumers. This study uses the RACE framework to explore consumer experiences with Instagram floral accounts. A qualitative approach was used, conducting in-depth interviews with consumers who had prior purchasing or interaction experience with these accounts. The findings show that consumers evaluate floral accounts mainly based on visual style and aesthetic impressions, see the account as reflecting personal taste or gifting intentions, and slowly build trust through interactions. Consistency among aesthetic expectations, clear information, product quality, and service experience affects purchasing and follow-up behaviors. This study shows that consumer behavior on Instagram floral accounts shifts from meeting immediate needs to ongoing engagement through accumulated aesthetic appreciation and interaction. The findings provide practical guidance for floral account managers in visual content creation, interaction strategies, and service planning, and help deepen understanding of consumer behavior in creator-driven social media branding.

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