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Exploring the Influence of User-Generated Content Factors on the Behavioral Intentions of Travel Consumers

机译:探讨用户生成内容因素对旅游消费者行为意向的影响

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摘要

Social media have been deemed as more and more critical to modern travel consumers. These consumers often regard social media as trustworthy source that can lower the perceived risk and uncertainty throughout their travel. Though previous studies revealed that travel consumers’ participation in social media could be explained by their functional, social-psychological and hedonic needs, the factors that impact their behavioral intentions, such as purchase intention, WOM intention, and attitudes of destination brands have not been well studied. By conducting a two-phase study on Chinese travel consumers (nposts =65; nratings=1668), we found that both the UGC features (credibility and interestingness) and the social media engagement of travel consumers (comment, retweet, like) can impact their behavioral intentions. In addition, compared to the credibility of a post, the interestingness could more positively influence the social media engagement of travel consumers. Our study gives a better understanding of connections between social media and the travel consumers’ behavioral intentions.
机译:社交媒体已被认为对现代旅行消费者越来越重要。这些消费者通常将社交媒体视为可信赖的来源,可以降低他们整个旅行过程中的感知风险和不确定性。尽管先前的研究表明,旅行消费者参与社交媒体可以用其功能,社会心理和享乐主义需求来解释,但影响其行为意图的因素(例如购买意图,WOM意图和目的地品牌的态度)尚未得到解释。充分研究。通过对中国旅游消费者进行两阶段研究(nposts = 65; nratings = 1668),我们发现UGC的功能(信誉和趣味性)和旅游消费者的社交媒体参与度(评论,转推等)都可能产生影响他们的行为意图。此外,与帖子的可信度相比,趣味性可以更积极地影响旅行消费者的社交媒体参与度。我们的研究可以更好地理解社交媒体与旅行消费者的行为意图之间的联系。

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