台灣夜市小吃留存在消費者心中的親切感成為不退流行的美食，加上近年來米其林指南的興起掀起旅客追隨必比登推介夜市小吃的風潮，而以圖像為主的Instagram廣受許多用戶喜愛，以美食為主題的照片除了吸引許多旅客實地前往嘗試，亦影響旅客未來向他人推薦的意願。故本研究主要目的為瞭解旅客對於米其林必比登推介夜市小吃之美食意象、美食吸引力與推薦意願之影響以及Instagram使用狀況之調節作用。本研究使用問卷調查，並採用立意抽樣法；問卷發放地點為饒河街觀光夜市，調查對象為2019年與2020年觀看過Instagram貼文後實際前往米其林必比登推介夜市小吃用餐過的本國旅客，共計回收450份有效問卷，並採用SPSS進行問卷資料分析。研究結果證實：美食意象對美食吸引力、美食吸引力對推薦意願有顯著影響，而美食吸引力與推薦意願之間在Instagram使用狀況的調節作用下有顯著影響。此外，旅客對於美食意象中的口味意象與美食吸引力中的食物品質有較高的感受，因此受推介的店家應思考該如何維持推介水準又讓餐點兼具創意、新穎性且不流失傳統風格。
With the food trend changes, the kindness of Taiwanese night market snacks that remains in consumers’ hearts has become a popular food. In addition to the popularity of social media, Instagram, which is mainly based on image, is widely loved by users, and also promotes the trend of eating first on mobile phones. With the pursuit of travelers for the gourmet experience, gourmet has become one of the indispensable elements in life. Among them, photos with the theme of gourmet attract many travelers to try it on the spot. In recent years, the risen of the Michelin Guide has set off a wave of traveler following Bidden recommendation of night market snacks, thereby affecting their willingness to recommend others in the future. Therefore, the purpose of this study was to explore the influence of food image on cuisine attraction of Michelin Bib Gourmand night market snacks and recommendation intention; the influence of food image by cuisine attraction with Instagram usage as a moderator. The questionnaires were distributed at Raohe Street Night Market in Taiwan. A total of 450 valid questionnaires were collected, and SPSS was used to analyze. The results show that the food image has a significant influence on the cuisine attraction. The cuisine attraction has a significant effect on the recommendation intention. Also, there is a significant influence between cuisine attraction and recommendation intention with Instagram usage as a moderator.
