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題名 落入社群媒體的Food Porn陷阱——以品牌社群貼文型態探討消費意向
The Trend of Food Porn on Social Media: Exploring Consumer Responses to Brand Communication on Instagram作者 林駿
Lin, Chun貢獻者 林芝璇
Lin, Jhih-Syuan
林駿
Lin, Chun關鍵詞 Instagram
社群媒體行銷
餐飲品牌
處理流暢度
連結強度
電子口碑
態度
購買意向
Instagram
Social media marketing
Restaurant brands
Processing fluency
Tie strength
Electronic word-of-mouth
Attitude
Purchase intention日期 2021 上傳時間 1-Jul-2021 22:04:32 (UTC+8) 摘要 隨著網際網路的發展，多元類型的社交媒體融入了大眾的生活，以及全世界逐年上升的社交圖像、影像創造量與分享量，顯示人們不斷演進的社群溝通方式。此外，由於消費者在用餐前多採用「手機先食」並上傳社群，以及食物攝影、食物擺盤的教學示範如雨後春筍般出現，不僅滿足了消費者的視覺滿足慾望，也彰顯了餐飲資訊在社群之中的潛力。然而，過往餐飲相關研究聚焦於文本類型的使用者產製內容，並探討如何對消費者產生影響，例如：餐廳的線上消費者評論、電子口碑，顯少以品牌產製內容的角度進行研究。因此，本研究聚焦餐飲品牌不同型態社群貼文的影響，以社交媒體作為傳播管道，結合電子口碑來源與數量，探討消費者的資訊處理流暢度、態度與購買意向。為此，本研究採用線上實驗法，選定社交媒體平台Instagram為研究情境，並以三因子實驗設計（社群貼文：餐點圖片與菜單文字圖片；電子口碑來源：連結強度強與弱；電子口碑數量：高與低）進行受試者間設計，總計招募457位Z世代受試者參與研究。結果顯示，當品牌於社群的貼文為餐點照片時，會比菜單文字產生較高的處理流暢度；然而，社群貼文型態與電子口碑來源、數量的交互作用，並未對處理流暢度產生顯著影響。連續中介分析進一步顯示，隨著不同型態社群貼文對處理流暢度產生的差異影響，當處理流暢度愈高，受試者會對該社群貼文產生愈正向的態度，並會產生較高的購買意向。總歸來說，本研究以餐飲品牌社群行銷傳播情境為基礎，並綜合不同領域研究，不僅提供餐飲品牌不同的社群貼文設計參考，也提出後續研究的相關建議，期望擴展品牌社群行銷領域之研究範疇與洞察。
The rise of image-based social media has changed how consumers connect and interact with each other and with brands. Instagram, as an example, allows consumers to authenticate and diarize their experiences through creating and sharing visual content. As one of the most popular types of content on Instagram, food images have become a symbol of social sharing and social gaze, which provide the restaurant industry with the opportunities to capitalize on the impact of such phenomenon for branding purposes. While previous research has mainly focused on the influence of user-generated content (e.g., consumer reviews) in relation to gastronomic experience on consumer behavior, the current research integrates the literature in relevant fields to examine how restaurant brands may optimize the effectiveness of their brand communication on Instagram. Specifically, the current research investigates the effect of different food-related Instagram posts for restaurant brands on processing fluency, the impact of the source and amount of eWOM on such effect, and whether processing fluency may subsequently impact consumers’ attitude and purchase intention.The current research employed a 2 (types of food-related Instagram posts: food image vs. menu) X2 (the source of eWOM: strong tie vs. weak tie) X2 (the amount of eWOM: large vs. small) experimental between-subject design to test the proposed hypotheses. A total of 457 Taiwanese participants aged between 20 and 24 years old (i.e., Generation Z) took part in the online experiment. The findings showed that, while controlling for age, gender, and education level, participants’ processing fluency was higher in the food image condition than in the menu condition. However, the proposed two-way and three-way interaction effects on processing fluency were not significant, indicating that the source and amount of eWOM were not perceived as important cues when processing the posts. The findings further suggested that types of Instagram posts had a significant indirect effect on purchase intention through increased processing fluency and attitude toward the posts. 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國立政治大學
傳播學院傳播碩士學位學程
107464013資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464013 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin, Jhih-Syuan en_US dc.contributor.author (Authors) 林駿 zh_TW dc.contributor.author (Authors) Lin, Chun en_US dc.creator (作者) 林駿 zh_TW dc.creator (作者) Lin, Chun en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-Jul-2021 22:04:32 (UTC+8) - dc.date.available 1-Jul-2021 22:04:32 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2021 22:04:32 (UTC+8) - dc.identifier (Other Identifiers) G0107464013 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136039 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 107464013 zh_TW dc.description.abstract (摘要) 隨著網際網路的發展，多元類型的社交媒體融入了大眾的生活，以及全世界逐年上升的社交圖像、影像創造量與分享量，顯示人們不斷演進的社群溝通方式。此外，由於消費者在用餐前多採用「手機先食」並上傳社群，以及食物攝影、食物擺盤的教學示範如雨後春筍般出現，不僅滿足了消費者的視覺滿足慾望，也彰顯了餐飲資訊在社群之中的潛力。然而，過往餐飲相關研究聚焦於文本類型的使用者產製內容，並探討如何對消費者產生影響，例如：餐廳的線上消費者評論、電子口碑，顯少以品牌產製內容的角度進行研究。因此，本研究聚焦餐飲品牌不同型態社群貼文的影響，以社交媒體作為傳播管道，結合電子口碑來源與數量，探討消費者的資訊處理流暢度、態度與購買意向。為此，本研究採用線上實驗法，選定社交媒體平台Instagram為研究情境，並以三因子實驗設計（社群貼文：餐點圖片與菜單文字圖片；電子口碑來源：連結強度強與弱；電子口碑數量：高與低）進行受試者間設計，總計招募457位Z世代受試者參與研究。結果顯示，當品牌於社群的貼文為餐點照片時，會比菜單文字產生較高的處理流暢度；然而，社群貼文型態與電子口碑來源、數量的交互作用，並未對處理流暢度產生顯著影響。連續中介分析進一步顯示，隨著不同型態社群貼文對處理流暢度產生的差異影響，當處理流暢度愈高，受試者會對該社群貼文產生愈正向的態度，並會產生較高的購買意向。總歸來說，本研究以餐飲品牌社群行銷傳播情境為基礎，並綜合不同領域研究，不僅提供餐飲品牌不同的社群貼文設計參考，也提出後續研究的相關建議，期望擴展品牌社群行銷領域之研究範疇與洞察。 zh_TW dc.description.abstract (摘要) The rise of image-based social media has changed how consumers connect and interact with each other and with brands. Instagram, as an example, allows consumers to authenticate and diarize their experiences through creating and sharing visual content. As one of the most popular types of content on Instagram, food images have become a symbol of social sharing and social gaze, which provide the restaurant industry with the opportunities to capitalize on the impact of such phenomenon for branding purposes. While previous research has mainly focused on the influence of user-generated content (e.g., consumer reviews) in relation to gastronomic experience on consumer behavior, the current research integrates the literature in relevant fields to examine how restaurant brands may optimize the effectiveness of their brand communication on Instagram. Specifically, the current research investigates the effect of different food-related Instagram posts for restaurant brands on processing fluency, the impact of the source and amount of eWOM on such effect, and whether processing fluency may subsequently impact consumers’ attitude and purchase intention.The current research employed a 2 (types of food-related Instagram posts: food image vs. menu) X2 (the source of eWOM: strong tie vs. weak tie) X2 (the amount of eWOM: large vs. small) experimental between-subject design to test the proposed hypotheses. A total of 457 Taiwanese participants aged between 20 and 24 years old (i.e., Generation Z) took part in the online experiment. The findings showed that, while controlling for age, gender, and education level, participants’ processing fluency was higher in the food image condition than in the menu condition. However, the proposed two-way and three-way interaction effects on processing fluency were not significant, indicating that the source and amount of eWOM were not perceived as important cues when processing the posts. The findings further suggested that types of Instagram posts had a significant indirect effect on purchase intention through increased processing fluency and attitude toward the posts. Theoretical and managerial implications of the findings and directions for future research are discussed. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 6第二章 文獻探討 9第一節 本研究背景與趨勢 9一 社交媒體發展趨勢 9二 平台趨勢 10第二節 社交媒體與圖像感知 13一 社交媒體之研究 13二 圖像及感知 16第三節 餐點擺盤 20第四節 口碑與社群行銷 25一 口碑 25二 電子口碑及社群行銷 27第五節 本研究假設推論 32一 處理流暢度 32二 態度與行為意圖 39第三章 研究方法 46第一節 研究架構 46第二節 研究方法與研究設計 48第三節 實驗刺激物設計與前測 50一 平台選擇 50二 圖像刺激物與文案設計 50三 電子口碑來源與數量 52四 第一次前測 53五 第二次前測 60第四節 正式實驗與定義變數 66一 正式實驗樣本與流程 66二 正式實驗問卷量表 69第五節 資料分析方法 75一 描述性統計 75二 信度分析 75三 獨立樣本t檢定 75四 變異數分析 75五 迴歸分析 76六 Process中介分析 76第四章 研究結果與分析 77第一節 受測者輪廓 77第二節 量表分析 81第三節 操弄檢定 82第四節 假設驗證 85一 社群貼文之於處理流暢度 85二 社群貼文、電子口碑來源連結強度之於處理流暢度 87三 社群貼文、電子口碑來源與數量之於處理流暢度 88四 處理流暢度、態度之連續中介 91第五章 結論 108第一節 研究發現與討論 108一 不同社群貼文型態對處理流暢度有不同影響 108二 社群貼文型態與電子口碑來源、數量的交互作用不顯著 109三 處理流暢度、態度連續中介社群貼文型態對購買意向之影響 111第二節 實務建議 113第三節 研究限制與建議 116參考文獻 120中文文獻 120英文文獻 123附錄 157附錄一：第一次前測問卷 157附錄二：第二次前測問卷 161附錄三：正式實驗問卷 168附錄四：前測及正式實驗刺激物 179 zh_TW dc.format.extent 9818589 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464013 en_US dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) 社群媒體行銷 zh_TW dc.subject (關鍵詞) 餐飲品牌 zh_TW dc.subject (關鍵詞) 處理流暢度 zh_TW dc.subject (關鍵詞) 連結強度 zh_TW dc.subject (關鍵詞) 電子口碑 zh_TW dc.subject (關鍵詞) 態度 zh_TW dc.subject (關鍵詞) 購買意向 zh_TW dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Social media marketing en_US dc.subject (關鍵詞) Restaurant brands en_US dc.subject (關鍵詞) Processing fluency en_US dc.subject (關鍵詞) Tie strength en_US dc.subject (關鍵詞) Electronic word-of-mouth en_US dc.subject (關鍵詞) Attitude en_US dc.subject (關鍵詞) Purchase intention en_US dc.title (題名) 落入社群媒體的Food Porn陷阱——以品牌社群貼文型態探討消費意向 zh_TW dc.title (題名) The Trend of Food Porn on Social Media: Exploring Consumer Responses to Brand Communication on Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻Anny（民108年7月）。IG開始隱藏愛心數 是降低心理壓力還是讓網紅失去重心？。《INSIDE 硬塞的網路趨勢觀察》。上網日期：2021年3月31日，取自：https://www.inside.com.tw/article/16955-instagram-hiding-likes-test-teens-mental-health-addictionLa Vie編輯部（民107）料理擺盤：超簡明技法圖解事典。頁18-21。臺北市：麥浩斯出版。MICHELIN Guide (2020)。關於《米其林指南》。《米其林指南》。上網日期：2020年10月16日，取自：https://guide.michelin.com/tw/zh_TW/about-the-michelin-guide-taipeiOpView社群口碑資料庫（民108年12月）。《2019 Instagram熱門#Hashtag分析》。上網日期：2020年10月16日，取自：https://www.opview.com.tw/wp-content/file/OpView-Social-Watch-Vol.95.pdf田耐青、王健華、計惠卿、李鴻亮、鄧淑丰、王彥超、楊美雪、林佳蓉、李文瑞、蔡錫濤、張文山、梁朝雲、趙寧、羅綸新（譯）（民92）。視覺傳播（原作者： Paul Martin Lester）。臺北市：雙葉書廊。白滌清（審訂）、杜玉蓉（編譯）（民95）。消費者行為精簡版（原作者：Michael R. 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