The Influence of Atmosphere in Instagram Foodie Post on Purchase Intention

• Main Authors: Ting-Yu Lu, 呂庭語
• Other Authors: Mei-Fang Chen
• Format: Others
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9ysq27

碩士 === 大同大學 === 事業經營學系(所) === 107 === With the ubiquity of Internet and the high adoption rate of smart phones, social media have become a platform for users to acquire and exchange information online. Recently, Instagram has become one of the most popular social media that allows users to post pictures or videos to share their experience and feelings about travel, gourmet, art, beauty. Some foodies share gourmet pictures or videos on Instagram to attract others to follow his or her account. Instagram users can experience visual enjoyment with appealing photographs posted by the foodies. In addition, some foodies provide the gourmet hashtag and place on the post thus users can obtain gourmet information easily. Instagram users can refer foodies’ comments to find some potential gourmet options and add these alternatives into their pocket list. It is interesting to explore whether the atmosphere of foodie posts on Instagram including visual factors and functional factors can influence the purchase intention. The Stimulus-Organism-Response model (SOR) was proposed by Mehrabian and Russell in 1974. The SOR model depicts the effects of environmental stimuli on organism response through the organism’s psychological state. According to the SOR model, atmospheric visual factors (colorful picture, illustration, story, caption, and aesthetic) and atmospheric functional factors (hashtag and place) can be treated as environmental stimuli. Affective state (pleasure and arousal) and cognitive state (information quality) are the psychological state of users aroused by the atmosphere of the Instagram foodie post. The purchase decision making of users is their response. Based on the SOR model, this study aims to explore whether the atmosphere of foodie posts on Instagram including visual factors and functional factors can influence the purchase intention of users in Taiwan. A total of 288 valid questionnaires were collected by social media such as Facebook, Instagram, and Line. Those users who browse the foodies’ posts on Instagram in the past month before the survey are eligible participants in this study. Structural equation model (SEM) analysis shows that atmospheric visual factors have a positive impact on affective state. Atmospheric functional factors have a positive influence on cognitive state. Affective state has a positive impact on cognitive state. Cognitive state has a positive impact on purchase intention. Affective state has a positive impact on purchase intention. The findings of this study provide some practical suggestions for Instagramers and the related restaurants in Taiwan.