A Phenomenological Study of Food Image Capturing and Sharing Behavior during Dining Experience

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Project title

Code/計畫編號

MOST106-2410-H259-045

Translated Name/計畫中文名

以現象學角度探討用餐時之食物圖像拍攝與分享行為

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Tourism, Leisure, and Recreation Studies, National Dong Hwa University

Website

https://www.grb.gov.tw/search/planDetail?id=12286704

Year

2017

Start date/計畫起

01-08-2017

Expected Completion/計畫迄

31-07-2018

Bugetid/研究經費

575千元

ResearchField/研究領域

管理科學

隨著智慧型手機的拍照品質持續提升且具備了隨時隨地上網分享的新興技術功能與服務，近年來許多消費者開始喜歡於用餐時對食物拍照並上傳於社交媒體網站，分享個人的用餐經驗，形成另外一種用餐經驗的延伸。另外，其分享食物圖像內容，引起其他消費者視覺饗宴高潮與用餐意願，達成體驗行銷之目的。然過去文獻針對此新興餐飲社交議題之研究卻付之闕如，實在有深入探討消費者用餐拍照以及分享行為動機之必要。爰此，本研究目標為瞭解消費者用餐拍照行為的動機因素；調查消費者於社交媒體網站所扮演之角色；分析消費者所拍攝之食物圖像內容；以及探討引發用餐視覺饗宴高潮之要素。本研究將以較受網路使用者存取所拍攝之美食圖像之社交媒體網站如部落格、Facebook、以及Instagram 為主要研究範圍，採用質性之照片引談法，以調查消費者對於用餐拍照行為及食物圖像內容的認知、動機、與詮釋。相信本研究結果可瞭解用餐拍照分享行為所具有之自我展現社交意義以及美食圖像代表之電子口碑行銷功能，填補餐飲消費行為與餐飲行銷文獻之缺口；同時提供餐飲業者如何創造具美感體驗之餐點內容，消費者亦分享具美感與品味之食物圖像於社交媒體網站，業者與消費者共同形塑餐點的新價值，具有管理實務之貢獻。 Innovations in smartphone technology and easy access to the Internet have contributed to the popularity for consumers to capture food image and share their dining experience on various social media sites. This phenomenon has become a new form of ritual for many consumers in their dining experience. In addition, the content of the food image shared may trigger other viewers’ desire for such food and increase their intention to eat at that restaurant. However, previous literature has not paid enough attention to this emerging trend. Thus, the objectives of this phenomenological research are: to understand the motivational factors of consumers' food image capturing and sharing behavior; to investigate the consumers’ role in the social media; to analyze the content of the food image captured by consumers; and to explore the factors that trigger visual enjoyment from the food image. By using the photo-elicitation method, this study will invite participants who have uploaded and shared their food images on popular social media platforms including blogs, Facebook, and Instagram. It is believed that this study will provide a more holistic knowledge of the motivational factors underlying consumers' food image capturing and sharing behavior, and arrive at a deeper understanding of the various functions of food image, such as social, psychological and aesthetic functions. Finally, the findings of this study will provide practical insights for restaurateurs to capitalize on the various functions of food images in order to enhance electronic word-of-mouth recommendations.

Keyword(s)

社交媒體
拍攝照片動機
分享照片動機
食物圖像
用餐經驗
照片引談法
social media
food image capturing motivation
food image sharing motivation
food image
dining experience
photo-elicitation method

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A Phenomenological Study of Food Image Capturing and Sharing Behavior during Dining Experience

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