探索美食網紅的美食分享 : 檢視美食內容品質、來源可信度、美食社群參與度與資訊採用模型之關係

Abstract

隨著社群媒體平臺的盛行，改變了人們的社交互動方式，成為建立人際關係、傳播資訊和意見的主要途徑。現今美食超越旅遊，成為臺灣最多關鍵意見領袖經營的主題，是SNS使用者最熱衷的類型之一。美食網紅透過分享美食內容和評價，不僅影響消費者的行為意圖，還深刻地影響了消費者對分享內容的有用性評估、參與度與採用態度，已成為人們評估一家餐廳是否值得品嚐或拜訪的重要標準。本研究使用資訊採用模型 (Information Adoption Model, IAM) 探討美食內容品質與來源可信度與消費者行為意圖 (品嚐意願、持續使用意願) 之關聯性，觀察知覺有用性對資訊採用態度和美食社群參與度的影響力，了解來源可信度是否影響美食社群參與度，進而影響到消費者之行為意圖。本研究以過去文獻建構問卷，並經10位異質性專家檢視，修正3題。正式問卷以立意抽樣之方式，在 113 年 3 月 2 日到 3 月 13 日於Facebook、Instagram、Dcard和LINE社群進行問卷發放，共回收 552 份問卷，519 份有效問卷 (有效回收率94.1%)。本研究先以 SPSS 23.0 檢測敘述性統計與信度分析，再以 AMOS 26.0 檢驗結構方程式模型。結果顯示IAM模型中美食內容品質、來源可信度對知覺有用性、知覺有用性對資訊採用態度與資訊採用態度之於消費者行為意圖均具有正向顯著影響效果，同時來源可信度和知覺有用性正向顯著影響美食社群參與度，進而提升消費者的品嚐意願和持續使用意願，而知覺有用性在美食內容品質和來源可信度對資訊採用態度的影響中具中介作用；資訊採用態度在知覺有用性對品嚐意願和持續使用意願的影響中也具有中介效果，而美食社群參與度作為中介變數在來源可信度對品嚐意願和持續使用意願均產生顯著影響，得出結論美食網紅應注重社群媒體形象，提升其內容品質，確保分享準確可靠。與餐飲業者合作須了解餐點，確保符合消費者期待。餐飲業者應重視美食網紅之選擇去提升內容品質，透過行銷擴大消費者基礎，增加品牌曝光。With the prevalence of social media platforms, people's social interaction patterns have changed, becoming the primary means of establishing interpersonal relationships, disseminating information, and opinions. Today, food has surpassed travel to become one of the most actively pursued themes by key opinion leaders in Taiwan, making it one of the most popular types among social media users. Food influencers share food content and reviews, not only influencing consumer behavioral intentions but also profoundly affecting consumers' evaluations of the usefulness of shared content, engagement, and adoption attitudes. It has become an important criterion for people to evaluate whether a restaurant is worth tasting or visiting. This study uses the Information Adoption Model (IAM) to explore the relationship between the quality and credibility of food content sources and consumer behavioral intentions (willingness to taste, willingness to continue usage). It observes the impact of perceived usefulness on information adoption attitudes and food community engagement to understand whether source credibility affects food community engagement and consequently affects consumer behavioral intentions. The study constructed a questionnaire based on past literature and revised three questions after examination by 10 heterogeneous experts. The formal questionnaire was distributed via purposive sampling on Facebook, Instagram, Dcard, and LINE communities from March 2 to March 13 in the year 2024, with a total of 552 responses collected, of which 519 were valid (a valid response rate of 94.1%). Descriptive statistics and reliability analysis were conducted using SPSS 23.0, followed by structural equation modeling using AMOS 26.0. The results show significant correlations among the various dimensions of the IAM model. Perceived usefulness plays an intermediary role in the influence of food content quality and source credibility on information adoption attitudes. Information adoption attitudes also have an intermediary effect on the influence of perceived usefulness on willingness to taste and willingness to continue usage. Food community engagement, as an intermediary variable, has a significant impact on both willingness to taste and willingness to continue usage in the influence of source credibility. It is concluded that food influencers should focus on their social media image, improve the quality of their content, and ensure accurate and reliable sharing. Collaboration with food establishments should involve understanding their offerings to meet consumer expectations. Food establishments should prioritize the selection of food influencers to enhance content quality, expand consumer bases through marketing, and increase brand exposure.