ABSTRACT

The present study analyzes the influence of a restaurant’s symbolic design on photo-posting behavior on Instagram. Data from 272 consumers who had visited a restaurant for dinner were used to test the proposed conceptual framework. Results confirmed a positive influence of a restaurant’s symbolic design on consumers’ photo-posting behavior, mediated by positive emotional arousal. This effect was stronger for individuals with a higher level of commitment to the Instagram community and for those who experienced a greater gratification from being perceived as cool by their peers when posting photos on Instagram. The study contributes to the hospitality marketing management and social media literature by adding to our understanding of the underlying mechanisms that influence user-generated content on Instagram in the restaurant industry. Theoretical contributions and managerial implications are discussed.

摘要

本研究分析了餐厅的象征性设计对Instagram照片发布行为的影响。来自272家曾去过一家餐厅吃晚饭的消费者的数据被用来测试所提议的概念框架。结果证实，餐厅的象征性设计对消费者的照片发布行为产生了积极影响，这是由积极的情绪唤起所介导的。对于对Instagram社区有更高承诺水平的人以及那些在Instagram上发布照片时被同龄人视为酷的人感到满意的人，这种效果会更强。通过加深我们对影响餐饮业中Instagram上用户生成内容的潜在机制的理解，该研究有助于酒店营销管理和社交媒体文献。