自媒体时代短视频传播内容对旅游购买意愿的影响——基于短视频沉浸感的调节作用被引量：2

The Influence of Short Video Disseminating Content on Travel Purchase Intention in the Era of We Media——Based on the Moderating Effect of Short Video Immersion

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摘要近年来,短视频逐渐渗透影响着人们生活的各个方面,同时也为旅游目的地的推广提供了一种方便的途径。在短视频的发展趋势与现阶段旅游发展方向相互融合的现状基础上进行有关文献研究,参考SOR理论,可以构建出短视频传播内容对旅游购买意愿的影响模型。用网络调查问卷的方法收集数据,运用SPSS23.0进行数据分析和假设检验,结果显示:(1)短视频传播内容(感知有用性、感知易用性、感知同质性)对信任感有显著的正向影响作用。(2)信任感对旅游购买意愿有显著的正向影响作用。(3)沉浸感正向调节了短视频传播内容的感知易用性、感知同质性和信任感之间的关系,反向调节了感知有用性和信任感之间的关系。基于结论,针对旅游目的地和短视频平台提出了相关的建议,以期为旅游目的地宣传和竞争带来新的优势。 In recent years,short videos have gradually penetrated into all aspects of people' s lives,and also provided an easy access for the promotion of tourist destinations.Based on the current situation of the integration of the development trend of short video and the current tourism development,this paper conducts relevant literature research,and builds an impact model of short video communication content on tourism purchase intention with reference to SOR theory.The data were collected by online questionnaire,and SPSS23.0 was applied to analyze data and hypothesis test,and the results showed that:(1) The short video transmission content(perceived usefulness,perceived ease of use,perceived homogeneity) had a significant positive impact on the sense of trust.(2) The sense of trust has a significant positive effect on tourism purchase intention.(3) Immersion positively regulates the relationship between perceived ease of use,perception homogeneity and trust of short video transmission content,and reversely regulates the relationship between perceived usefulness and trust.Based on the conclusions,relevant suggestions are made for tourist destinations and short video platforms to bring new paths to tourism destination promotion and competition.

作者付丽柴慧敏 FU Li;CHAI Huimin(Department of Economics and Management,Taiyuan Normal University,Jinzhong 030619,China)

机构地区太原师范学院经济与管理学院

出处《太原师范学院学报（社会科学版）》 2023年第1期81-89,共9页 Journal of Taiyuan Normal University:Social Science Edition

基金 2021年山西省回国留学人员科研资助项目(2021-147) 2021年太原师范学院研究生教育教学改革研究课题(SYYJSJG-2109) 2022年山西省哲学社会科学规划项目(2022YY131)。

关键词短视频传播内容旅游购买意愿 short video disseminating content travel purchase intention

分类号 F590.1 [经济管理—旅游管理]

作者简介付丽(1988-),女,山西山阴人,太原师范学院经济与管理学院讲师,博士;柴慧敏(1999-),女,安徽寿县人,太原师范学院经济与管理学院在读本科生。