旅游目的地网络口碑信任度影响因素研究

Study On The Trust Factors of Destination E-WOM

随着网络的日渐普及,网络口碑成为旅游者制定外出旅游计划、选择旅游目的地时的重要信息来源。然而,网络环境中的风险特征使得信任成为网络口碑营销中的关键问题。本文在文献回顾的基础上提出了网络口碑信任的理论模型,其中将信息因素、口碑传播者的专业性、传播者与接受者的相似性,背景因素以及传播者和与接受者的互动因素等5个方面作为影响目的地网络口碑信任度的因素。文章通过实证研究对此模型进行验证,并根据结论提出了针对旅游目的地网络口碑营销的建议。

With the increasing popularity of internet, e-WOM became an important information source for tourists in choosing their tourism destinations. However, the risky characteristic of intemet environment makes trust a noticeable issue in e-WOM marketing. Building upon the literature, the article proposed the e-WOM trust model, which posits that message factors, sender＇s expertise, sender/receiver similarity, context factors and sender/receiver interaction are five determinants to destination e-WOM trust, and the e-WOM trust in turn impact the information searcher＇ s behavioral intentions. The model has been tested empirically and managerial implications for destination marketing are provided.