Food information sharing on Virtual Space Toward Food Prosumer on Social Network

Abstract

In this study, the Uses and Gratification Theory was applied to examine consumer’ needs for food information sharing behaviors on Facebook. The respondents of this research included Facebook users, ages between 25 and 65 years old. Online surveys were distributed to 414 respondents (131 male and 283 female) who joined food and cooking Facebook groups which have more than ten thousand members. To be eligible for survey, respondent must share food information on Facebook Fan Page at least one time in three months.
The findings demonstrated that consumers have had a multiple screen behaviors with smartphone as a tool to share information, followed by laptop, computer and tablet. Moreover, they had 5 usage patterns of food information sharing as described below;
1) Promotion and body of knowledge development-- Consumers updated food information for friends and social groups and shared their experiences of food, knowledge and information.
2) Social interaction and social acceptance-- Consumers had conversation with friends and social groups and gained a sense of belonging to social groups.
3) Personal identity-- Consumers use Facebook group for raising awareness toward friends and social groups that they were interested in food and cooking and demonstrating their skills and potentials.
4) Entertainment -- Consumers used Facebook group for fun and enjoyment
5) Marketing category—Privileges, promotions, discounts and special prices offers from brand were consumer motives to use Facebook group.
In addition, the research revealed that uses of food information sharing were statistically related to food information sharing behaviors, and gratifications of food information sharing, at .05 significance levels.