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    Title: 分享有理:美食市場行家傾向對Instagram 使用動機與分享行為之影響
    A study of market maven tendency and motives for instagram use and sharing behaviors
    Authors: 林莉軒
    Contributors: 郭貞
    林莉軒
    Keywords: 美食市場行家
    美食使用動機
    美食分享行為
    Instagram
    Date: 2017
    Issue Date: 2017-03-01 17:39:39 (UTC+8)
    Abstract: 近年來國內拍攝食物的風氣盛行,現代人在開動前先拍下食物上傳至社群網站似乎已成為常態。圖片式社交平台Instagram出現後,更是助長了美食照片分享的風氣,使用者們透過追蹤或標籤功能,便利的取得欲搜尋的美食資訊,也能透過分享,讓更多使用者看見精心拍攝的美食照片。
    本研究透過觀察Instagram中出現的美食分享趨勢及應運出現的美食市場行家,採焦點團體訪談法與問卷調查法並行,透過與美食行家程度不同的Instagram使用者訪談,了解美食市場行家的輪廓,深入探究Instagram美食分享動機、使用行為與搜尋經驗,並經由網路問卷收集樣本資料,針對曾在Instagram的使用者做為抽樣對象,回收有效樣本為922份,探討Instagram美食市場行家的人口特質,並檢驗Instagram美食市場行家傾向對於Instagram使用動機(社交性、工具性、娛樂性)與分享行為的影響。
    研究結果顯示,人口變項對於Instagram美食市場行家傾向雖無顯著差異,但仍有許多值得探究之處。另外,美食市場行家傾向對Instagram的三種使用動機均有正向影響,其中社交性動機和娛樂性動機均對Instagram美食資訊分享行為也都呈現正相關。本研究建議餐飲業者如欲進行社群平台上的行銷活動,可參考美食市場行家之動機與使用行為,設計能吸引該族群的訊息活動。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464042
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103464042
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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