本研究探討社群網站中使用者分享美食照片的動機、以及高度分享者的分享動機。本研究採實證研究之問卷調查法，針對曾在社群網站分享過美食照片的人做為抽樣對象，經由網路問卷與實體問卷收集樣本資料，回收261份問卷，有效樣本為210份。其研究結果發現(一)消費者於社群網站分享美食照片主要動機為記錄紀念、關係維持、社會支持。(二)高度分享者的主要分享動機為記錄紀念與形象管理。本研究不同於以往對於社群網站分享動機的研究著重於打卡部分，並提供後續研究者在研究上的建議。

This study investigates the motivations of users share gourmet photo in social nerwork sites, and sharing motivations of heavy sharing users. The online and physical surveys were conducted to those users who have shared gourmet photo in social network sites. A total of 261 returned data resulting in 210 vaild samples. The result suggested that the main motivations of user sharing gourmet photo in social network sites are record, relationships, and social support. The main motivations of heavy sharing users are record and impression management. This research is different from those past sharing motivations of social network website researchs focus on checkin, and give some suggestions for future research.

論文審定書 i
致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第二章 文獻探討 3
第一節 社群網站的美食照片分享 3
第二節 個人分享動機 4
第三節 外部分享動機 5
第四節 社群分享動機 6
第五節 研究架構 7
第三章 研究方法 8
第一節 研究變數衡量 8
第二節 資料蒐集與分析方法 10
第四章 研究結果 11
第一節 樣本分析 11
第二節 因素分析 14
第三節 PLS-SEM 模式分析 17
第四節 高度分享者的分享動機 23
第五章 結論與建議 27
第一節 研究結論 27
第二節 研究貢獻 27
第三節 研究限制與建議 29
參考文獻 31
附錄 34

1. Chalfen, R. (1987). Snapshot versions of life.
2. Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47. doi: 10.2501/ija-30-1-047-075
3. Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological bulletin, 125(6), 627.
4. Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263. doi: http://dx.doi.org/10.1016/j.ijresmar.2003.12.004
5. Goffman, E. (1959). The presentation of self in everyday life.
6. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3).
7. Hollenbaugh, E. E. (2010). Personal journal bloggers: Profiles of disclosiveness. Computers in Human Behavior, 26(6), 1657-1666. doi: 10.1016/j.chb.2010.06.014
8. House, N. V. (2007). Flickr and public image-sharing: distant closeness and photo exhibition. Paper presented at the CHI '07 Extended Abstracts on Human Factors in Computing Systems, San Jose, CA, USA.
9. House, N. V., Davis, M., Ames, M., Finn, M., & Viswanathan, V. (2005). The uses of personal networked digital imaging: an empirical study of cameraphone photos and sharing. Paper presented at the CHI '05 Extended Abstracts on Human Factors in Computing Systems, Portland, OR, USA.
10. Hsu, M.-H., Ju, T. L., Yen, C.-H., & Chang, C.-M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human-Computer Studies, 65(2), 153-169. doi: 10.1016/j.ijhcs.2006.09.003
11. Kahn, R. L., & Antonucci, T. C. (1980). Convoys over the life course: Attachment, roles, and social support. Life-span development and behavior, 1980.
12. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi: http://dx.doi.org/10.1016/j.bushor.2009.09.003
13. Kotler, P. (2000). Marketing management: The millennium edition. International edition.
14. Lee, D.-H., Im, S., & Taylor, C. R. (2008). Voluntary self-disclosure of information on the Internet: A multimethod study of the motivations and consequences of disclosing information on blogs. Psychology and Marketing, 25(7), 692-710. doi: 10.1002/mar.20232
15. Liu, B., Norman, W., Backman, S., Cuneo, K., & Condrasky, M. (2012). Shoot, taste and post: an exploratory study of food and tourism experiences in an online image-share community. e-Review of Tourism Research, 10(3).
16. Mehdizadeh, S. (2010). Self-presentation 2.0: Narcissism and self-esteem on Facebook. Cyberpsychology, Behavior, and Social Networking, 13(4), 357-364.
17. Miller, A. D., & Edwards, W. K. (2007). Give and take: a study of consumer photo-sharing culture and practice. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, San Jose, California, USA.
18. Nov, O., Naaman, M., & Ye, C. (2009). Analysis of participation in an online photo-sharing community: A multidimensional perspective. Journal of the American Society for Information Science and Technology, n/a-n/a. doi: 10.1002/asi.21278
19. Otto, J. E., & Ritchie, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3), 165-174. doi: http://dx.doi.org/10.1016/0261-5177(96)00003-9
20. Raghubir, P., & Corfman, K. (1999). When Do Price Promotions Affect Pretrial Brand Evaluations? Journal of Marketing Research (JMR), 36(2), 211-222.
21. Rioux, S. M., & Penner, L. A. (2001). The causes of organizational citizenship behavior: a motivational analysis. Journal of applied Psychology, 86(6), 1306.
22. Shimp, T. A., & Kavas, A. (1984). The Theory of Reasoned Action Applied to Coupon Usage. Journal of Consumer Research, 11(3), 795-809. doi: 10.2307/2489069
23. Svensson, A. (2011). Facebook–the Social Newspaper that Never Sleeps-A study of Facebook eWOM’s persuasiveness on the receivers.
24. Van House, N., Davis, M., Takhteyev, Y., Good, N., Wilhelm, A., & Finn, M. (2004). From “what?” to “why?”: the social uses of personal photos. Paper presented at the Proc. of CSCW 2004.
25. Van House, N. A. (2011). Personal photography, digital technologies and the uses of the visual. Visual Studies, 26(2), 125-134. doi: 10.1080/1472586x.2011.571888
26. Wadhwa, M., Shiv, B., & Nowlis, S. M. (2008). A Bite to Whet the Reward Appetite: The Influence of Sampling on Reward-Seeking Behaviors. Journal of Marketing Research, 45(4), 403-413. doi: 10.1509/jmkr.45.4.403
27. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722. doi: http://dx.doi.org/10.1016/j.tourman.2003.09.011
28. Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283-295.
29. Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621. doi: 10.1016/j.chb.2010.05.002