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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:	[Master`s Program in Communication] Theses

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