抖音短视频对用户旅游决策行为的影响机制研究

Research on the Influence Mechanism of Tiktok Short Video on Users Travel Decision-making Behavior

基于计划行为理论构建抖音用户旅游决策形成的理论模型,选取桂林游客为调查对象,采用有序Logit模型分析抖音特质和个体感知对用户旅游决策行为的影响机理。结果表明:抖音短视频通过抖音特质和个体感知对用户的旅游决策行为产生显著影响。抖音特质对用户的旅游决策准备产生抑制作用,而对用户的旅游决策产生和旅游决策感知产生促进作用。个体感知对用户旅游决策准备和旅游决策产生均具有显著的异质性影响。性别、职业等个人基本特征及景点吸引力也是影响用户旅游决策形成的重要因素,在旅游决策的不同阶段表现出差异性影响。

Based on the theory of planned behavior,this paper constructed a theoretical model for the formation of Tiktok users tourism decision-making.We selected Guilin tourists as the survey objects,and used the ordered Logit model to analyze the impact mechanism of Tiktok characteristics and individual perception on the users tourism decision-making behavior.The results show that the Tiktok short video has a significant impact on the users travel decision-making behavior through Tiktok characteristics and individual perception.The Tiktok trait has an inhibitory effect on the users travel decision preparation,but has a promoting effect on the users travel decision production and travel decision perception.The individual perception has a significant heterogeneous impact on the users tourism decision-making preparation and tourism decision-making generation.Personal basic characteristics,such as gender,occupation as well as attraction of scenic spots are also important factors that affect the formation of users tourism decision-making,which shows different effects at different stages of tourism decision-making.