Under the influence of celebrity effect and para-social interaction,film is increasingly able to induce viewers’willingness to travel.Based on the theory of para-social interaction and the factors of place attachment...Under the influence of celebrity effect and para-social interaction,film is increasingly able to induce viewers’willingness to travel.Based on the theory of para-social interaction and the factors of place attachment,this study constructs a model of the influence mechanism of film-induced tourists’behavioral intention and puts relevant hypotheses.Taking the film A Little Red Flower as an example,the empirical test is carried out by using structural equation model(SEM).The results show that:(1)Film-induced tourists’emotional involvement has a significant positive impact on tourism behavioral involvement,but has no direct and significant impact on place dependence and place identity.(2)Film-induced tourists’behavioral involvement has a significant positive impact on place dependence and place identity.(3)Both place dependence and place identity of film-induced tourists have significant positive impact on tourism behavioral intention.Therefore,film tourism destinations should show the unique local conditions and customs according to the preference of fans and audiences,with the help of the popularity of film,so as to improve their tourism behavior intention.展开更多
This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were con...This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were conducted by collecting data through online surveys. The results, based on a structural equation modelling analysis, show that both perceived attractiveness and expertise of celebrities could affect the strength of consumer-celebrity PSI, which in turn allow the consumer to establish a personal connection with the endorsed brand and result in positive brand-related responses. Additionally, when a celebrity possess only one kind of advantage, whether it is perceived physical appearance or perceived expertise in specific field, the audience’s willingness to interact with the celebrity would increase as the celebrity’s perceived expertise increases. But when a celebrity is outstanding in both perceived physical appearance and perceived expertise, the intensity of the audience’s willingness to interact with the celebrity is more susceptible to the change of the perceived appearance of the celebrity. The research proves the indispensable role of the consumer-celebrity PSI for transferring the symbolic meaning of the celebrity endorser to the meaning of the consumer self, inspiring the consumercelebrity relationship perspective in endorsement advertising research. In addition, the research supplies the source credibility models and brand attitude models.展开更多
基金the Grant of China National Natural Science Foundation(No.72074053).
文摘Under the influence of celebrity effect and para-social interaction,film is increasingly able to induce viewers’willingness to travel.Based on the theory of para-social interaction and the factors of place attachment,this study constructs a model of the influence mechanism of film-induced tourists’behavioral intention and puts relevant hypotheses.Taking the film A Little Red Flower as an example,the empirical test is carried out by using structural equation model(SEM).The results show that:(1)Film-induced tourists’emotional involvement has a significant positive impact on tourism behavioral involvement,but has no direct and significant impact on place dependence and place identity.(2)Film-induced tourists’behavioral involvement has a significant positive impact on place dependence and place identity.(3)Both place dependence and place identity of film-induced tourists have significant positive impact on tourism behavioral intention.Therefore,film tourism destinations should show the unique local conditions and customs according to the preference of fans and audiences,with the help of the popularity of film,so as to improve their tourism behavior intention.
文摘This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were conducted by collecting data through online surveys. The results, based on a structural equation modelling analysis, show that both perceived attractiveness and expertise of celebrities could affect the strength of consumer-celebrity PSI, which in turn allow the consumer to establish a personal connection with the endorsed brand and result in positive brand-related responses. Additionally, when a celebrity possess only one kind of advantage, whether it is perceived physical appearance or perceived expertise in specific field, the audience’s willingness to interact with the celebrity would increase as the celebrity’s perceived expertise increases. But when a celebrity is outstanding in both perceived physical appearance and perceived expertise, the intensity of the audience’s willingness to interact with the celebrity is more susceptible to the change of the perceived appearance of the celebrity. The research proves the indispensable role of the consumer-celebrity PSI for transferring the symbolic meaning of the celebrity endorser to the meaning of the consumer self, inspiring the consumercelebrity relationship perspective in endorsement advertising research. In addition, the research supplies the source credibility models and brand attitude models.
基金国家社会科学基金项目“市场演变与品牌竞争动态:制度分析”(71672164)澳门科技大学研究基金“How Do Distances Matter in International Collaborative Research Outcomes?(距离因素对国际科研合作产出的影响研究)”(FRG-18-025-MSB)澳门特别行政区高等教育基金项目“拟人化认知背景下虚拟代言人传播机制研究”。
