负面网络舆论对短视频观众旅游意向的影响

Negative online public opinion on travel intention in short video audiences

目的探讨短视频评论区中的负面舆论对观众旅游意向的影响。方法采用方便抽样通过在线问卷调查收集首都师范大学306份有效问卷。问卷内容包括网络舆论、感知风险、预期后悔及旅游意向。分析负面网络舆论对短视频观众旅游意向的中介效应。结果负面网络舆论能够正向影响感知风险(β=0.551,P<0.001)和预期后悔(β=0.329,P<0.001),并且能够负向影响旅游意向(β=-0.3,P<0.001)。此外,感知风险和预期后悔均能够负向影响旅游意向(β=-0.263,P<0.001;β=-0.3,P<0.001)。进一步的中介效应分析表明,以感知风险为中介变量的路径间接效应为-0.145,95%CI(-0.27,-0.047),以预期后悔为中介变量的路径间接效应为-0.099,95%CI(-0.2,-0.033),以感知风险和预期后悔为中介变量的路径间接效应为-0.079,95%CI(-0.173,-0.028),发现感知风险和预期后悔在负面网络舆论与旅游意向之间起到了中介作用。结论负面网络舆论通过增加感知风险和预期后悔,进而降低了观众对旅游目的地的旅游意向。

Objective To explore the impact of negative public opinion on the audience's travel intention.Methods In this study,a total of 300 valid samples from Capital Normal Universisty were collected through online questionnaire survey.The questionnaire focused on four variables:negative online public opinion,perceived risk,expected regret and travel intention.The mediating effect of negative online public opinion on short video audiences'intention to travel was analyzed.Results The analysis results showed that negative online public opinion had a significantly positive impact on perceived risk(β=0.551,P<0.001)and expected regret(β=0.329,P<0.001).Negative online public opinion negatively affected travel intention(β=-0.3,P<0.001).In addition,both perceived risk and expected regret had significantly negative effects on travel intention(β=-0.263,P<0.001;β=-0.3,P<0.001).After further analysis of the mediating effect,the path indirect effect,with perceived risk as the mediating variable,was-0.145,95%CI(-0.27,-0.047).The path indirect effect,with expected regret as the mediating variable,was-0.099,95%CI(-0.2,-0.033).Taking perceived risk and expected regret as the mediating variables,the path indirect effect was-0.079,95%CI(-0.173,-0.028).Perceived risk and expected regret played an intermediary role between negative Internet public opinion and travel intention.Conclusion Negative online public opinion increases perceived risk and expected regret and thus reduces the audiences´travel intention.