格式塔美食展示：在 Instagram 环境中对视觉吸引力和参与度的影响

IF 10.9 1区管理学 Q1 ENVIRONMENTAL STUDIES

Tourism Management Pub Date : 2024-11-02 DOI:10.1016/j.tourman.2024.105080

Jinha Lee , Heejin Lim , Woo Gon Kim

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引用次数: 0

摘要

本研究以格式塔理论和双重编码理论为主要基础，综合概念框架，探讨了格式塔食物展示对照片分享意向的影响。研究 1 发现，食物的格式塔分组（格式塔与非格式塔）会影响视觉吸引力；研究 2 揭示了格式塔形状变化对照片分享意向的影响：女性认为三角形分组比矩形分组更具视觉吸引力。研究 3 表明，图案中的颜色变化对男性更有效，Instagram 标题的长度调节了参与的中介效应。研究 4 是在以旅游为主题的 Instagram 环境中进行的，它确定了带有人类元素（手在框架内）的格式塔展示与 Instagram 标题之间的交互作用，从而提高了对旅游机构的参与度和目的地访问意向。本文为有志于优化社交媒体视觉效果的营销人员和学者提供了广泛而新颖的见解。

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Gestalt food presentation: Its influence on visual appeal and engagement in the Instagram context

This study investigates the effect of gestalt food presentation on photo sharing intention by synthesizing a conceptual framework primarily based on the gestalt and dual coding theories. Study 1 found that gestalt grouping of food (gestalt vs. non-gestalt) influences visual appeal, and Study 2 revealed gestalt shape variation to impact photo sharing intention: females perceived a triangular grouping as more visually appealing than a rectangular grouping. Study 3 demonstrated that color variation in a gestalt is more effective on males, with Instagram caption length moderating the mediating effect of engagement. Study 4, conducted in a tourism-themed Instagram context, determined the interaction between gestalt presentation with human elements (hand-in-frame) and Instagram caption to improve both engagement toward a tourism agency and destination visit intention. This paper provides extensive and novel insights for marketers and academics interested in optimizing visual effects on social media.

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来源期刊

Tourism Management Multiple-

CiteScore

24.10

自引率

7.90%

发文量

190

审稿时长

45 days

期刊介绍： Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.