ABSTRACT

This study examines behaviors leading to the intention to post food photos on social media. The embedded correlational mixed methods approach was used through two studies. The quantitative study was accomplished by surveying 540 respondents through a survey. The qualitative study encompassed two contrived environmental experiments, and themes were identified for narrative analysis. This mixed-method approach helped align findings and ensure generalizability. It was found that behavioral intentions to post food photos on social media are dependent on subjective norms, perceived behavioral control, self-expression, market mavenism, supportive interaction, and utilitarian attitudes. A full mediation between dining experiences and behavioral intentions to post food photos through self-expression was instituted. Theoretically, this study contributes to the literature regarding the theory of planned behavior and added value in the construct of market mavens through enriching dining experience findings. The findings help brand managers promote food brands, which can then result in positive reviews.

摘要

这项研究调查了导致意图在社交媒体上发布美食照片的行为。通过两项研究使用了嵌入式相关混合方法方法。通过对540名受访者进行调查，从而完成了定量研究。定性研究包括两个人为设计的环境实验，并确定了主题以进行叙事分析。这种混合方法有助于对齐结果并确保可概括性。发现在社交媒体上张贴食物照片的行为意图取决于主观规范，感知的行为控制，自我表达，市场狂热，支持性互动和功利主义态度。建立了就餐体验和通过自我表达张贴食物照片的行为意图之间的全面中介。从理论上讲 这项研究通过丰富就餐经验发现，为计划行为理论和市场专家构建的增值方面的文献做出了贡献。调查结果有助于品牌经理提升食品品牌，从而可以产生积极的评价。