博碩士論文 etd-0629114-222354 詳細資訊


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姓名 李昱鋕(Yu-Chih Lee) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 102學年第2學期
論文名稱(中) 開動前先拍照:社群網站美食照片分享動機之探討
論文名稱(英) Snap before bon appitite: Exploring Motivations for Gourmet Photo Sharing in Social Media
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    摘要(中) 本研究探討社群網站中使用者分享美食照片的動機、以及高度分享者的分享動機。本研究採實證研究之問卷調查法,針對曾在社群網站分享過美食照片的人做為抽樣對象,經由網路問卷與實體問卷收集樣本資料,回收261份問卷,有效樣本為210份。其研究結果發現(一)消費者於社群網站分享美食照片主要動機為記錄紀念、關係維持、社會支持。(二)高度分享者的主要分享動機為記錄紀念與形象管理。本研究不同於以往對於社群網站分享動機的研究著重於打卡部分,並提供後續研究者在研究上的建議。
    摘要(英) This study investigates the motivations of users share gourmet photo in social nerwork sites, and sharing motivations of heavy sharing users. The online and physical surveys were conducted to those users who have shared gourmet photo in social network sites. A total of 261 returned data resulting in 210 vaild samples. The result suggested that the main motivations of user sharing gourmet photo in social network sites are record, relationships, and social support. The main motivations of heavy sharing users are record and impression management. This research is different from those past sharing motivations of social network website researchs focus on checkin, and give some suggestions for future research.
    關鍵字(中)
  • 社群行銷
  • 分享動機
  • 美食照片
  • 社群網站
  • 口碑行銷
  • 關鍵字(英)
  • social marketing
  • word of mouth marketing
  • gourmet photo
  • sharing motivation
  • social network sites
  • 論文目次 論文審定書 i
    致謝 ii
    中文摘要 iii
    Abstract iv
    目錄 v
    圖目錄 vii
    表目錄 viii
    第一章 緒論 1
    第二章 文獻探討 3
    第一節 社群網站的美食照片分享 3
    第二節 個人分享動機 4
    第三節 外部分享動機 5
    第四節 社群分享動機 6
    第五節 研究架構 7
    第三章 研究方法 8
    第一節 研究變數衡量 8
    第二節 資料蒐集與分析方法 10
    第四章 研究結果 11
    第一節 樣本分析 11
    第二節 因素分析 14
    第三節 PLS-SEM 模式分析 17
    第四節 高度分享者的分享動機 23
    第五章 結論與建議 27
    第一節 研究結論 27
    第二節 研究貢獻 27
    第三節 研究限制與建議 29
    參考文獻 31
    附錄 34
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    口試委員
  • 梁慧玫 - 召集委員
  • 楊淯程 - 委員
  • 佘健源 - 指導教授
  • 林芬慧 - 指導教授
  • 口試日期 2014-07-28 繳交日期 2014-07-30

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