社交网站用户食物拍照分享的行为意向研究

发布时间：2018-06-14 20:35

本文选题：满意度 + 社交网络　；参考：《北京外国语大学》2017年硕士论文

【摘要】：作为信息创造者、传播者和接受者,人们更多地利用图片来分享日常生活。调查显示,67%的中国人曾吃饭前拍照发微博,更有96%的社交媒体用户有对食物拍照分享的经历。尽管图片分享行为越来越普遍,以图片为主要信息分享方式的社交平台也越来越多,这一领域尚未得到很好地研究。本研究以社交网站用户就餐时对食物拍照分享的行为意向为研究对象,结合餐馆满意度、使用与满足理论建立模型,设计调查问卷,收集数据并用实证分析方法研究餐馆满意度、社交网站使用动机以及性格特质对社交网站用户拍照分享意向的影响及其背后的影响机制。在本研究中,86.1%的受访者有将食物拍照并分享到社交网站的经历,其中72.05%是通过微信平台进行分享。可以看到,食物拍照分享行为在社交平台用户中非常流行,而且微信平台是最为常用的分享平台。对于拍照分享意向,实证分析显示,食物品质、环境设施、灯光和餐桌设置满意度与用户拍照分享的意向正相关,同时,自我表现、寻求关注、记录、沟通、娱乐、和利他动机与分享意向正相关,外向性和自恋型人格对用户拍照分享意向正向相关。自恋人格正向影响寻求关注与分享意向之间的关系,负向影响除食物品质外的餐馆满意度与分享意向之间的关系。外向性和自恋人格对自我表现和分享意向之间的调节作用不显著。本研究通过理论分析和实证研究,丰富了餐馆消费后行为意向和社交平台用户使用行为的研究,为拍照分享意向行为的影响因素和影响机制的研究提供了实证数据支持。
[Abstract]:As information creators, communicators and receivers, people use pictures more to share their daily lives. According to the survey, 67 percent of Chinese people took photos and posted Weibo before eating, while 96 percent of social media users had the experience of sharing photos of food. Although photo sharing is becoming more and more common, there are more and more social platforms with pictures as the main form of information sharing, and this field has not been well studied. The purpose of this study was to study the behavior intention of social network users to take pictures and share food while eating, combined with restaurant satisfaction, using and satisfaction theory to establish a model, and design a questionnaire. Collecting data and using empirical analysis to study the impact of restaurant satisfaction, social networking site use motivation and personality traits on social networking site users' photo sharing intention and the underlying influence mechanism. In this study, 86.1 percent of the respondents had the experience of taking photos of food and sharing it on social networking sites, and 72.05 percent of them shared it through the WeChat platform. As you can see, food photo sharing is very popular among social platform users, and WeChat is the most commonly used sharing platform. For photo sharing intention, empirical analysis showed that food quality, environmental facilities, lighting and table setting satisfaction were positively correlated with users' intention to share photos, and at the same time, self-expression, seeking attention, recording, communication, entertainment, And altruistic motivation was positively correlated with sharing intention, extroversion and narcissistic personality positively correlated with users' photo sharing intention. Narcissistic personality positively affects the relationship between seeking attention and sharing intention, and negatively affects the relationship between restaurant satisfaction and sharing intention except food quality. Extroversion and narcissistic personality had no significant effect on self-expression and shared intention. Through theoretical analysis and empirical research, this study enriches the research on behavior intention after restaurant consumption and users' use behavior on social platform, and provides empirical data support for the research of influencing factors and influencing mechanism of photo sharing intention behavior.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.55

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