基于SOR理论的短视频场景对旅游行为意向的影响机制研究

Influencing Mechanism of the Short Video Scene on Tourism Behavior Intention Based on SOR Theory

互联网时代的来临,短视频渐入大众视野,成为影响受众出行旅游的重要参考依据。短视频场景是短视频的主要特征之一,在旅游情境之下如何进行短视频场景的建构,提升受众的旅游行为意向,是值得探讨的问题。研究基于SOR理论框架,引入心流体验作为中介变量,探索短视频场景建构的互动性、有用性和生动性对旅游行为意向的效应。通过对239份有效样本的实证分析表明:短视频场景的有用性与生动性对旅游行为意向具有正向作用,心流体验在短视频场景与旅游行为意向之间发挥中介效应。研究结果厘清了短视频场景与旅游行为意向之间的影响机理,为短视频场景建构的研究提供理论参考。

With the advent of the Internet era,short videos have gradually entered the public’s life and become an important reference for audiences to travel.Short video scene is one of the main features of short video.Therefore,how to construct short video scene in the context of tourism and improve the tourist behavior intention of the audience is worth exploring.Based on SOR theoretical framework,this paper introduces flow experience as an mediator variable to explore the effects of short video scene’s interactivity,usefulness and vividness on tourism behavioral intention.The empirical analysis of 239 valid samples shows that the usefulness and vividness of short video scenes have a positive effect on tourist behavior intention,and flow experience plays an mediator effect between short video scenes and tourist behavior intention.The research results clarify the influence mechanism between short video scenes and tourism behavior intention,and provide theoretical reference for the study of short video scenes.