The Influence of Food Image Posted on Facebook toward Dining-Out Intention in the Greater Jakarta Area Depending on Personality Traits
Nowadays, people take photos of food in a restaurant and then post it usually directly on Facebook before they even start eating their dish. This seems a new trend in our society. This research aims to find out more about the perception of food images on Facebook, the ΓÇÜ├ä├╢?├æ??perceived credibilityΓÇÜ├ä├╢?├æ?┬Ñ and ΓÇÜ├ä├╢?├æ??attractiveness of food imagesΓÇÜ├ä├╢?├æ?┬Ñ as well as the influence of the personality traits; extraversion and openness to experience; on to dine-out. This research is an exploratory study using a qualitative approach to find the indicators of ΓÇÜ├ä├╢?├æ??attractiveness of food imagesΓÇÜ├ä├╢?├æ?┬Ñ and in a quantitative approach using self-administered questionnaire. the research was conducted among 120 Facebook users in the greater Jakarta area. Collected data are analyzed using correlation and regression analysis. the results show that the perception of food images posted on Facebook depends mainly on the images itself. Nor the personality of the Facebook user, nor credibility of food image posting has a significant influence on dining-out intention. Therefore, food service industries should always ensure the quality the food presentation to look attractive on a photo and use e.g. marketing or promotion campaigns to encourage patrons to shoot a photo of their food and post it on social media. These could help the industries to gain more sales and positive word of mouth.
|B01684||(Rack Thesis)||Available but not for loan - Missing|
No other version available