社交媒体女性用户“晒”美食行为动机的探析——以微信朋友圈为例

A Study on the Motivations of the Behavior of Female Social Media Users in“Sharing”Food:a Case Study of WeChat Moments

“晒”行为已成为微信朋友圈平台的普遍现象,其中女性用户“晒”美食的现象更是频繁出现。女性用户为何会在社交媒体中“晒”美食,“食物”是否充当女性表达自主观念的媒介工具,学术界对此类问题鲜有研究。考察女性用户在社交媒体中“晒”美食行为的影响因素发现,女性用户参与动机可分为印象管理、社会性驱动、社会交往、内在驱动等,据此建立分析女性用户“晒”美食行为动机的理论模型,以揭示女性与食物媒介间的重要关联。

“Sharing”has become a common phenomenon on WeChat Moments,and“sharing”food is a frequent phenomenon among female users.There is little research on why women“share”their food in social media and whether“food”serves as a medium for women to express their own ideas.An examination of the factors influencing the behavior of female social media users in“sharing”food reveals that women’s motivations for participation can be categorized as impression management,being socially driven,social interaction and being internally driven.In this way,a theoretical model of the motivations of the behavior of female social media users in“sharing”food is developed to reveal the important link between women and the food medium.