视频社交媒体用户的旅游行为意向影响因素分析——基于信任的中介效应

Analysis of the Influence Factors of Tourist Behavioral Intention of Video Social Media Users:Based on Mediation Effects of Trust

文章以《2018抖音大数据报告》中热门景区TOP10为研究区域,以抖音用户为调查对象,运用结构方程模型,研究视频社交媒体用户旅游行为意向产生的影响因素及其机理。研究发现:认知信任、情感信任两条中介变量对因变量的影响路径假设得到验证,表明信任在视频社交媒体对用户的行为意向影响过程中起到了至关重要的中介作用,且情感信任在视频生成内容对游客产生影响的过程中所起到的作用要明显大于认知信任;发布者专业性、关系强度、感知同质性、信息质量4个自变量通过不同的中介路径影响旅游行为意向,表明了视频社交媒体下用户旅游行为意向的产生,主要会受到来自视频信息发布者、接收者、双方关系以及视频内容本身等多方面的不同程度及方式的影响。

Taking the top 10 most popular scenic spots from“Big Data Report of Tik Tok 2018”as study areas and“Tik Tok”users as the targets of research,the structural equation modeling is used to study the influencing factors and mechanism of the tourism behavioral intention of video social media users.It is found that:First,the path hypothesis of two intermediary variables of“cognitive trust→behavioral intention”and“emotional trust→behavioral intention”influencing on the dependent variables has been verified.It shows that trust,as a positive cognitive attitude,is an important potential intermediary factor in the research paradigm of“belief-attitude-behavior”,which plays a crucial intermediary role in the impacts of Tik Tok tourism videos on users'behavioral intention.During the process,the short videos exert an impact on tourists and emotional trust plays a more important role than cognitive trust.Second,these four independent variables including the publisher's professional,relationship strength,perceived homogeneity and information quality all affect tourist behavioral intention through different intermediary paths.The emergence of user tourist behavioral intention will be influenced by different degrees from these four independent variables.On this basis,this paper puts forward some countermeasures for short videos marketing of Tik Tok.