Guo Ruoqing, Yang Ziqing, Gao Hao
School of Journalism and Communication, Nanjing Normal University, Nanjing 210097, China.
School of Modern Circulation, Guangxi International Business Vocational College, Nanning 530007, China.
Behav Sci (Basel). 2024 Jul 16;14(7):602. doi: 10.3390/bs14070602.
In the era of social media, the influence of food exploration bloggers is increasingly apparent. Sharing their culinary experiences stimulates the audience's interest in visiting and consuming food destinations. This paper seeks to understand how the characteristics of food exploration bloggers on the Douyin platform influence audience perceptions of food and locations and how these perceptions may relate to visiting intentions, using the stimulus-organism-response (SOR) model. A cross-sectional online survey analyzed responses from 437 individuals interested in food exploration videos on Douyin. The results indicate that source credibility is significantly associated with the stimulation of taste desires and the formation of taste awareness. The audience's taste desire and taste awareness are positively linked to the intention to visit. This study contributes to the expansion of the SOR model's application in digital media, underscoring the substantial role of social media in influencing audience consumption intentions. It highlights that as an effective communication tool, social media can significantly impact users' behavioral responses and consumption decisions.
在社交媒体时代，美食探索博主的影响力日益凸显。分享他们的烹饪体验激发了观众对前往美食目的地游览和消费的兴趣。本文旨在运用刺激—机体—反应（SOR）模型，了解抖音平台上美食探索博主的特征如何影响观众对食物和地点的认知，以及这些认知与游览意愿之间的关系。一项横断面在线调查分析了437名对抖音上的美食探索视频感兴趣的个人的回复。结果表明，来源可信度与味觉欲望的激发和味觉意识的形成显著相关。观众的味觉欲望和味觉意识与游览意愿呈正相关。本研究有助于拓展SOR模型在数字媒体中的应用，强调了社交媒体在影响观众消费意愿方面的重要作用。它突出表明，作为一种有效的传播工具，社交媒体会对用户的行为反应和消费决策产生重大影响。
