Path Analysis.

Recent research shows that social media has enormous potential for customers and enterprises, but this potential has been largely untapped. This study investigates the influence of customer-generated photos on social media to drive customer visit intentions via the argument quality of online reviews, including perceived informativeness and persuasiveness, by integrating the direct and moderating effects of brand social media visual communication and controlling customer demographics such as gender, age, and income in the context of restaurants. This study collected 1,137 responses from different customers through an online survey. After carefully filtering data, 980 customer responses were analyzed using structural equation modeling. This study discovered that customer-generated photos significantly influenced perceived informativeness, persuasiveness, and customer visit intentions. Likewise, perceived informativeness and persuasiveness directly and indirectly contributed to increased customer visit intentions. In addition, brand social media visual communication directly influences to drive customer visit intentions toward restaurants. This study offers fresh insights for restaurant marketers to devise innovative marketing strategies to influence customer behavior toward eateries. Employing a social media ecosystem, this study contributes to the heuristic-systematic and elaboration likelihood models by examining consumer behavior in the hospitality industry.

最新研究表明，社交媒体对消费者与企业均蕴藏巨大潜力，但该潜力迄今尚未得到充分挖掘。本研究以餐饮场景为背景，通过整合品牌社交媒体视觉传播的直接效应与调节效应，并控制消费者的人口统计学变量（包括性别、年龄与收入），基于在线评论的论证质量（涵盖感知信息性与感知说服力），探讨社交媒体上消费者生成照片对消费者到店意愿的驱动作用。本研究通过线上问卷调研收集了1137份来自不同消费者的有效反馈，经严格数据筛选后，采用结构方程模型（Structural Equation Modeling）对980份消费者问卷数据展开分析。研究结果显示，消费者生成照片对感知信息性、感知说服力及消费者到店意愿均存在显著影响；同时，感知信息性与感知说服力可直接、间接提升消费者到店意愿。此外，品牌社交媒体视觉传播可直接驱动消费者的餐饮到店意愿。本研究为餐饮营销人员制定创新营销策略以引导消费者餐饮行为提供了全新视角。本研究依托社交媒体生态系统，通过探讨餐饮服务业中的消费者行为，为启发式-系统式模型（Heuristic-Systematic Model）与精细加工可能性模型（Elaboration Likelihood Model）的相关研究贡献了新的学术见解。