Building WOM from Hedonic Experience of Social Media in the Field of Gastronomy
Lu Yuan
Department of Marketing and Research Center for Big Data Marketing, Qingdao City University, Shandong Province, China.
Ping Cai
Department of Marketing and Research Center for Big Data Marketing, Qingdao City University, Shandong Province, China.
Tsaifa (TF) Yen *
Department of Marketing and Research Center for Big Data Marketing, Qingdao City University, Shandong Province, China.
*Author to whom correspondence should be addressed.
Abstract
With the popularization of mobile phones and the Internet, users of social media platforms have formed the habit of surfing the Internet. Watching food programs has become one of the most important leisure activities. Food platforms on social media have low barriers to entry, and it is not easy to maintain high popularity, high performance, and high profits. In this context, it is extremely important to continue to gain word-of-mouth from fans. The objective of this study aims at investigating the relationships among hedonic experience, attachment, and word-of-mouth of social media in the field of gastronomy. Data were obtained through interviews and questionnaires. Through the analysis, this paper finds several ways to obtain the word-of-mouth of food programs, namely, hedonic experience - platform attachment - word-of-mouth. This study suggests that platform operators should provide relaxed and pleasant program content and atmosphere to meet users' needs of leisure and learning. For future researchers, future studies can try to add the comparison between utilitarianism and hedonism.
Keywords: Hedonic experience, social media, platform attachment, word-of-mouth, gastronomy