The Influence Of "Food Picture Sharing" Motivation On Consumption Experience And Product Evaluation

With the rapid development of social media and popularization of camera-phones,taking pictures before eating and sharing the pictures on social media has become a common social trend.At the same time experience marketing has become the trend for the competitive catering industry,which has already paid attention to “food picture sharing” behavior.However few consumer behavior study has conducted research in this field.This study conducted study 1(experimental study),study 2(field study)and study 3(experimental 3)to examine the influence of “food pictures sharing” and its motivation on consumption experience and product evaluation.Study 1(66 participants)revealed that “food picture sharing” behavior will improve consumers' value judgement towards the pictured food,which supported H1.Study 2(110 participants and conducted in a matcha store)and study 3(106 participants)verified(1)the significant influence of picturing motivations on consumption experience and product evaluation(H2a).(2)Compared to self-keeping motivation and peer-exchange motivation,“food picture sharing” motivation will improve consumption experience and product evaluation significantly(H2b).This study verified the significant influence of “food picture sharing” motivation to consumers,enriched the study of related study,and provided practical learning for the marketing strategy of catering industry.