Title page for etd-0812117-204639


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URN etd-0812117-204639
Author Chia-Wen Chen
Author's Email Address No Public.
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Department Information Management
Year 2017
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effects of Content of Food Image and Social Influence on Like Click Behavior– A Case of Instagram
Date of Defense 2017-08-30
Page Count 99
Keyword
  • food image
  • content of image
  • social influence
  • number of like
  • attention
  • Abstract Applications that combine photo-sharing and social media such as the Instagram have gained popularity in recent years. Because foods are major topics of photo-sharing, to attract customers food providers have been utilizing Instagram’s social influence mechanism (display number of Likes) to broadcast their food images (gaining more Likes). However, researchers have not extensively examined how image content and social influence affect users’ cognitive processes and intention to “Like” food images. This study explores (1) the components of food image content and uses these components to predict the number of Likes on Instagram, and (2) whether social influence affects users’ evaluation toward an image and associated attention distribution. This study was divided into two experiments. The first experiment used a five-factor model of food image content (tastiness, healthiness, price, convenience, and familiarity) to predict the number of Likes on Instagram. The results showed that the number of Likes of images could be predicted with convenience or tastiness. In the second experiment the number of Likes of images was manipulated to examine its effect on users’ attention distribution (using eye-tracking) and evaluation on tastiness and convenience. The results showed that the number of Likes did not affect participants’ evaluation but increased their overall fixation duration on images. In conclusion, the study shows that image content (tastiness and convenience) but social influence (existing number of Likes) can affect Instagram users’ intention to Like food images. In other words, it is likely that food providers’ endeavor to number of Likes on Instagram can be rewarded by attracting followers’ attention to images rather than attracting more Likes.
    Advisory Committee
  • Hsing-Tzu Lin - chair
  • Rong-Fuh Day - co-chair
  • Feng-Yang Kuo - advisor
  • Files
  • etd-0812117-204639.pdf
  • Indicate in-campus at 1 year and off-campus access at 1 year.
    Date of Submission 2017-09-14

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