摘要
利用结构方程模型(SEM)验证用户参与旅游直播意愿的影响机制,运用模糊集定性比较分析方法(fsQCA)探究提升不同年龄段用户旅游直播参与意愿的组态路径。研究结果表明:(1)用户参与旅游直播的意愿受到平台有用性、易用性以及娱乐性的显著积极影响,其中易用性与娱乐性影响力较大;(2)主播专业性、知名度、对旅游产品的涉入度对用户参与意愿产生显著积极影响,其中专业性影响力最大;(3)直播内容质量、更新的实时性、视觉线索对用户的参与意愿产生积极作用,视觉线索更易引发参与意愿;(4)提升旅游直播用户参与意愿的路径是多元复杂的,不同年龄段略有差别。旅游直播内容质量、时效和视觉效果对40岁以下群体的提升路径具有共通性,旅游直播平台和主播特性提升20岁以下、31-40岁用户参与意愿的效果相当,主播特性对21-30岁用户的旅游直播参与意愿提升更有效果。直播内容质量对40岁以上群体则无参与吸引力,直播平台和主播特性的提升效果较好。
Structural equation model(SEM)was used to verify the influence mechanism of users’willingness to participate in tourism live broadcast,and fuzzy set qualitative comparative analysis method(fsQCA)was used to explore the configuration path of improving the willingness of different age groups to participate in tourism live broadcast.The results show that(1)Users’willingness to participate in tourism live broadcast is significantly and positively influenced by the usability,ease of use and entertainment of the platform,among which the usability and entertainment have greater influence;(2)The professionalism,popularity and involvement of anchors in tourism products have a significant positive impact on users’participation intention,among which the professionalism has the greatest impact;(3)The quality of live broadcast content,real-time update and visual cues have a positive effect on users’participation intention,and visual cues are more likely to trigger participation intention;(4)The strategies to enhance the participation intention of users in tourism live streaming are diverse and intricate,exhibiting slight variations across different age groups.The quality,timeliness and visual effect of tourism live content have commonality in the promotion path of the group under 40,but the quality of live tourism content has no participation attraction for the group over 40.The tourism live streaming platform and anchor characteristics have a similar impact on enhancing the participation intention of users aged under 20 and between 31-40 years old,while the anchor features are more effective in improving the participation intention of users aged between 21 and 30.The live broadcast content fails to captivate the demographic aged above 40,while the enhancements in live broadcast platforms and anchor characteristics yield positive effects.
作者
张佳倩
ZHANG Jiaqian(Department of History&Tourism Management,Changzhi University,Changzhi Shanxi 046011)
出处
《长治学院学报》
2024年第5期104-112,共9页
Journal of Changzhi University
关键词
旅游直播
参与意愿
代际差异
组态路径
影响因素
tourism live broadcast
participation intention
generational differences
configuration path
influence factor
作者简介
张佳倩(1988-),女,山西长治人,硕士,讲师,主要从事旅游网络营销、旅游直播与旅游大数据研究。
