移动互联网的飞速发展使得UGC成为现代旅游行业对外宣传的重要部分,人们特别是大学生群体在出游或者行程规划前会使用在线旅游平台查找游记、攻略等进行参考,但现有研究尚未厘清在线旅游UGC对大学生旅游意愿的影响因素及作用机理。文章...移动互联网的飞速发展使得UGC成为现代旅游行业对外宣传的重要部分,人们特别是大学生群体在出游或者行程规划前会使用在线旅游平台查找游记、攻略等进行参考,但现有研究尚未厘清在线旅游UGC对大学生旅游意愿的影响因素及作用机理。文章综合技术接受模型、SOR理论和计划行为理论,探究在线旅游UGC对大学生旅游意愿的影响,及通过问卷调研,收集347份有效样本,并构建了在线旅游UGC影响大学生旅游意愿的模型框架,进行回归分析和中介效应检验。研究发现:在线旅游UGC的特点、感知有用性、感知易用性和感知价格正向影响态度,正向态度促使旅游意愿的形成,态度在模型中起中介作用,继而发现在线旅游UGC的特点、感知有用性、感知易用性和感知价格正向影响旅游意愿。该研究对于借力在线旅游UGC平台等数字媒介环境下的新兴传播形式提高游客旅游意愿,提升景区知名度具有一定的理论与实际意义。The rapid advancement of mobile internet has rendered UGC an integral component of the external promotion strategies employed by the contemporary tourism industry. Individuals, particularly college students, rely on online travel platforms to seek out travelogues and guides as references prior to embarking on their journeys or planning their itineraries. Nevertheless, existing research has yet to elucidate the influencing factors and mechanisms underlying the impact of online travel UGC on college students’ intentions to travel. This study integrates the Technology Acceptance Model, SOR theory, and Theory of Planned Behavior in order to investigate the influence exerted by online travel UGC on college students’ intentions to engage in tourism activities. By means of a questionnaire survey encompassing 347 valid samples collected, a model framework is constructed for regression analysis and mediation effect testing with regards to how online travel UGC influences college students’ intentions to embark on trips. The findings reveal that characteristics, perceived usefulness, perceived ease of use, and perceived price associated with online travel UGC positively affect attitudes which subsequently shape individuals’ intentions regarding tourism activities. Attitudes play a mediating role within this model and further demonstrate that characteristics, perceived usefulness, perceived ease of use, and perceived price have positive effects on individuals’ intentions related to tourism activities. This research holds both theoretical significance as well as practical implications for enhancing tourists’ willingness to visit scenic spots through emerging forms of communication such as leveraging online tourism UGC platforms within digital media environments.展开更多
文摘移动互联网的飞速发展使得UGC成为现代旅游行业对外宣传的重要部分,人们特别是大学生群体在出游或者行程规划前会使用在线旅游平台查找游记、攻略等进行参考,但现有研究尚未厘清在线旅游UGC对大学生旅游意愿的影响因素及作用机理。文章综合技术接受模型、SOR理论和计划行为理论,探究在线旅游UGC对大学生旅游意愿的影响,及通过问卷调研,收集347份有效样本,并构建了在线旅游UGC影响大学生旅游意愿的模型框架,进行回归分析和中介效应检验。研究发现:在线旅游UGC的特点、感知有用性、感知易用性和感知价格正向影响态度,正向态度促使旅游意愿的形成,态度在模型中起中介作用,继而发现在线旅游UGC的特点、感知有用性、感知易用性和感知价格正向影响旅游意愿。该研究对于借力在线旅游UGC平台等数字媒介环境下的新兴传播形式提高游客旅游意愿,提升景区知名度具有一定的理论与实际意义。The rapid advancement of mobile internet has rendered UGC an integral component of the external promotion strategies employed by the contemporary tourism industry. Individuals, particularly college students, rely on online travel platforms to seek out travelogues and guides as references prior to embarking on their journeys or planning their itineraries. Nevertheless, existing research has yet to elucidate the influencing factors and mechanisms underlying the impact of online travel UGC on college students’ intentions to travel. This study integrates the Technology Acceptance Model, SOR theory, and Theory of Planned Behavior in order to investigate the influence exerted by online travel UGC on college students’ intentions to engage in tourism activities. By means of a questionnaire survey encompassing 347 valid samples collected, a model framework is constructed for regression analysis and mediation effect testing with regards to how online travel UGC influences college students’ intentions to embark on trips. The findings reveal that characteristics, perceived usefulness, perceived ease of use, and perceived price associated with online travel UGC positively affect attitudes which subsequently shape individuals’ intentions regarding tourism activities. Attitudes play a mediating role within this model and further demonstrate that characteristics, perceived usefulness, perceived ease of use, and perceived price have positive effects on individuals’ intentions related to tourism activities. This research holds both theoretical significance as well as practical implications for enhancing tourists’ willingness to visit scenic spots through emerging forms of communication such as leveraging online tourism UGC platforms within digital media environments.
