Research On Photo-shooting And Sharing Intention Of SNS Users

As the producer,participant and consumer of information,more and more people use pictures to share their life.It's reported that 67%take food photography and share on weblog and more than 96%SNS users have such experiences.Though it is more and more common,and there are more SNSs equipped with photo-sharing functions,this behavior is under-researched.This paper focused on SNS users' intent to take photos of food and share them on the website.Based on theories of satisfaction and use and gratification,the research designed questionnaire,collected data and using empirical analytical method to study the factors influence users' photo-taking and sharing intent and influencing mechanism.The research shows that 86.1%users shared on SNSs,and most of them share on Wechat.As to the intention to share,empirical results show that satisfaction of food quality,aesthetics,light and table setting positively affect people's intent,as well as motivations and personalities.Also narcissism moderates the relationship of attention-seeking and share intention,as well as the relationship of satisfaction and share intention.But the moderating role of extroversion isn't significant.Combined theoretical analysis and empirical research,the paper enriches study on post-purchasing behaviors and SNS usage,and provide data support for researches on factors influencing photo-taking and sharing intent and influencing mechanism.At the same time,the research outcome is helpful for restaurant operators to better and specifically improving the quality of products and service.