隨著短影音成為當代數位媒體的重要傳播形式，Instagram Reels 已逐漸成為台灣年輕族群日常使用的主要社群媒體功能之一。近年來，K-pop 產業大量運用「Challenge Video」作為短影音行銷策略，透過藝人合作、簡化舞蹈與高度可複製的表演形式，在社群平台上迅速擴散。然而，現有研究較少從閱聽人角度探討台灣觀眾如何理解與回應此類短影音內容。
本研究以台灣 Instagram 使用者為研究對象，採用質性研究方法，透過半結構式深度訪談，探討台灣閱聽人對 K-pop Challenge Video 的觀看經驗、參與動機與社群互動行為。研究共訪談 15 位年齡介於 18 至 25 歲的受訪者，並以紮根理論進行資料分析，聚焦三項研究問題：K-pop Challenge Video 是否提升閱聽人的社群媒體互動行為（SMEBs）、是否促進對新藝人或歌曲的認識，以及分享與翻跳行為的動機來源。
研究結果顯示，K-pop Challenge Video 明顯提升台灣閱聽人的日常社群媒體互動行為，特別是「按讚」與「分享」，而高投入的創作行為（如翻跳）則僅限於少數具有舞蹈背景或高度粉絲認同的使用者。研究亦發現，藝人合作與 Instagram 演算法推薦共同促進新藝人與歌曲的曝光。然而，與原假設不同的是，分享行為的主要動機並非內容本身的音樂或舞蹈吸引力，而是來自粉絲支持偶像與維繫社交關係的社會性動機。部分受訪者亦對 Challenge Video 對 K-pop 編舞與表演品質的影響表達保留態度。
整體而言，本研究指出 K-pop Challenge Video 在台灣 Instagram 環境中兼具行銷工具、社交互動媒介與文化實踐形式的多重角色，並揭示其在演算法、名人文化與粉絲行為交織下所產生的影響。本研究不僅補充短影音與 K-pop 行銷研究的實證缺口，亦為社群媒體行銷策略提供實務參考。

As short-form video becomes a dominant mode of digital communication, Instagram Reels has emerged as a key platform for youth engagement in Taiwan. In recent years, the K-pop industry has widely adopted “challenge videos” as a short-form marketing strategy, yet limited research has examined how Taiwanese audiences perceive and engage with this content.
This study employs a qualitative approach to explore Taiwanese audiences’ experiences with K-pop challenge videos on Instagram. Semi-structured interviews were conducted with 15 Taiwanese Instagram users aged 18 to 25, and the data were analyzed using grounded theory. The study examines audience engagement behaviors, pathways of celebrity and music discovery, and motivations for sharing and recreating challenge videos.
The findings show that K-pop challenge videos enhance everyday social media engagement, particularly liking and sharing, while creative participation such as covering remains limited. Celebrity collaboration and algorithmic recommendation play key roles in exposing audiences to new artists and songs. Notably, sharing behaviors are driven primarily by fan loyalty and social motivations rather than by the music or choreography itself. Some participants also expressed concerns about the impact of challenge-oriented content on K-pop’s artistic quality.
Overall, this study highlights the role of K-pop challenge videos as effective marketing tools and social interaction mechanisms within Taiwan’s Instagram environment, offering insights for short-form video marketing and digital audience engagement.

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