基于心理所有权视角的食前拍照与进食体验分析

An Analysis of Photo-Taking before Eating and Food Experience based on Psychological Ownership

人们对进食前拍照已经司空见惯,但餐厅管理者对于食前拍照是否影响顾客的进食体验则存在争议。进食体验是顾客进食的重要结果之一,它有助于提升顾客评价和企业绩效。本文基于顾客体验理论界定进食体验,聚焦于进食体验中的感官体验与情感体验,并通过两个实验检验食前拍照对顾客进食的感官体验与情感体验的影响与作用机制。结果表明:相比食前不拍照,食前拍照会带来更好的感官体验与情感体验;心理所有权在食前拍照对感官体验与情感体验的影响中起中介作用,食前拍照时点调节了心理所有权的中介效应。研究结论对餐饮企业的顾客体验管理具有一定的指导意义。

It has become a common phenomenon for customers to take food photos before eating, but there are controversies among managers on whether photo-taking before eating influences eating outcomes. As one of the important outcomes of eating food, food experience helps improve customer evaluation and firm performance. This research defines food experience based on the theory of customer experience, focuses on the dimensions of sensory experience and emotional experience and tests the impact of photo-taking before eating on sensory and emotional experience as well as the influence mechanism by two experiments. It is revealed that photo-taking leads to better sensory and emotional experience compared to no photo-taking; psychological ownership plays a mediating role in the effect of photo-taking, and the time of photo-taking moderates the mediating role of psychological ownership. This research conclusions can provide some implications for customer experience management of food enterprises.