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从屏幕到桌子:杜美食博客如何刺激和转换观众的兴趣
Ruoqing Guo1, Ziqing Yang2, Hao Gao1
1School of Journalism and Communication, Nanjing Normal University, Nanjing 210097, China.
Behavioral sciences (Basel, Switzerland)
|July 27, 2024
概括
杜的美食博客在很大程度上影响了观众的口味感知和访问意图. 消息来源的可信性驱动了需求和意识,通过社交媒体参与影响了消费决策.
科学领域:
- 数字媒体研究 数字媒体研究
- 消费者行为 消费者行为
- 社交媒体营销 社交媒体营销
背景情况:
- 像Douyin这样的社交媒体平台的兴起,放大了食品探索博客的影响.
- 了解这些博客如何影响观众的看法和随后的行为对于数字营销策略至关重要.
研究的目的:
- 调查食品探索博客特征对观众对食物和地点的看法的影响.
- 检查这些感知与访问食品目的地的意图之间的关系.
- 在社交媒体和食品消费的背景下应用刺激-有机体-反应 (SOR) 模型.
主要方法:
- 进行了一项跨部门在线调查.
- 从437名对Douyin.yin上的食物探索视频感兴趣的个人收集了数据.
- 刺激-有机体-反应 (SOR) 模型指导了分析.
主要成果:
- 食物博客的来源信誉积极影响观众的味道欲望和味道意识.
- 观众的口味欲望和口味意识是访问美食目的地的意图的重要预测因素.
- 社交媒体参与明显影响消费者的行为反应和消费意图.
结论:
- SOR模型有效地解释了观众对社交媒体上的食品探索内容的反应.
- 食品博客的信誉是塑造消费者看法和推动访问意图的关键因素.
- 社交媒体平台是影响消费者行为和购买决策的强大工具.
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