游客通过社交媒体分享美食照片的机制研究  

Research on the Mechanism of Tourists Sharing Food Photos through Social Media

作　　者：刘雨菲 黄涛 李云鹏[1] Liu Yufei;Huang Tao;Li Yunpeng(Capital University of Economics and Business,Beijing 100070,China)

机构地区：[1]首都经济贸易大学工商管理学院,北京100070

出　　处：《旅游论坛》2024年第1期42-56,共15页Tourism Forum

摘　　要：随着社交媒体的发展和用户数量的不断增加,越来越多的消费者倾向于用社交媒体进行分享,但目前在餐饮领域探究游客分享机制的研究较少。文章通过运用自我决定理论,构建了影响游客在社交媒体上分享美食照片的影响机制模型。选择老字号餐厅的游客作为研究对象,通过实证研究探寻餐厅体验和障碍因素对游客分享美食照片的作用机制,并检验积极的电子口碑的中介作用和人格特质的调节作用。研究结果显示:餐厅体验和障碍因素的不同维度会影响积极的电子口碑动机,进而对游客分享的行为意图产生影响,其中外向性人格特质起到了调节作用。在理论贡献方面,首先说明了餐饮领域自我决定理论的影响链条,丰富了整体行为机制的研究;其次从驱动因素和障碍因素两方面验证了模型框架的适用性,以及对分享行为意图的影响;最后以人格特质作为模型的调节变量,为后续的学者提供了新的研究思路。在实践方面,研究结果可以使餐厅管理者更加深入了解游客的行为机制和原理,进而为游客提供更好的服务,扩大餐饮行业在社交媒体上的口碑和影响力。In the social media age,consumers tend to post and share images of their meals with their social circles.However,there is little research on the motivations and factors influencing tourists'sharing in the restaurant industry.In this paper,self-determination theory is used to build a model of the mechanism influencing tourists'sharing of food photos on social media.The study selects tourists visiting long popular restaurants as research objects,and explores the mechanism of restaurant experience and obstacle factors to tourists'sharing of food photos.It also looks at the mediating effect of positive electronic word-of-mouth and tests the moderating effect of personality traits.The results of this study show that different dimensions of restaurant experience and obstacle factors can affect motivation to post positively and affect tourists'intent to share.The study also noted that extraversion personality traits play a moderating role.Theoretically,this study illustrates the chain of influence of self-determination theory in the restaurant field and enriches the study of overall behavioral mechanisms.In addition,subsequent scholars will be able to study personality traits and use them as the moderating variable of external motivation to provide a new insights.Practically,the study enables restaurant managers to have a deeper understanding of tourists'behavior mechanisms,which will help them provide better services for tourists and expand the reputation and influence of the restaurant industry on social media.

关 键 词：社交媒体 餐厅体验 障碍因素 分享行为 电子口碑动机 

分 类 号：F590[经济管理—旅游管理]